Date of Award
Master of Science (MS)
Kinesiology and Health
Dr. Beth Cianfrone
This study examined the effectiveness of social media marketing on college students attending a recreation special event. Facebook and Twitter were assessed via an experimental design. To measure the effectiveness of these applications (through updating statuses) on a college student’s awareness, interest, and intent of attending a special event, three groups were employed (Facebook, Twitter, and Control). A total of 134 participants were recruited via six undergraduate courses and were assigned into three groups based on their social media consumption. Subjects responded to a pre-survey, joined their respective treatment group, and completed a post-survey. Descriptive statistics revealed that awareness increased for those who received Facebook status updates and tweets. The interest level of the treatment groups decreased from the pre to the post-test and the intention of participants to participate increased slightly for the Facebook treatment group, but the intent level of participants in the Twitter and Control groups decreased.
Bayne, Kendra S., "Effectiveness of Social Media Marketing: An Experimental Inquiry on College Students’ Awareness of, Interest in, and Intention to Participate in a Campus Recreation Special Event" (2011). Kinesiology Theses. Paper 2.