Nikita Mukhin

Master's thesis

The Impact of Content Characteristics on Twitter Audience Engagement: An Empirical Investigation of the Canadian NHL Organizations

The Impact of Content Characteristics on Twitter Audience Engagement: An Empirical Investigation of the Canadian NHL Organizations
Anotácia:
The aim of the research was to empirically investigate user engagement on the official Twitter pages of professional ice-hockey organizations. The hypotheses were formulated based on the Uses & Gratifications theory and the degree of vividness of a brand post. In particular, academics have identified information-seeking, entertainment, and interactivity as one of the primary motives for audiences to …viac
Abstract:
The aim of the research was to empirically investigate user engagement on the official Twitter pages of professional ice-hockey organizations. The hypotheses were formulated based on the Uses & Gratifications theory and the degree of vividness of a brand post. In particular, academics have identified information-seeking, entertainment, and interactivity as one of the primary motives for audiences to …viac
 
 
Jazyk práce: English
Datum vytvoření / odevzdání či podání práce: 20. 1. 2020

Obhajoba závěrečné práce

  • Obhajoba proběhla 18. 6. 2020
  • Vedúci: Ondřej Machek
  • Oponent: Ondřej Dvouletý

Citační záznam

Plný text práce

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Zveřejněno v Theses:
  • autentizovaným zaměstnancům ze stejné školy/fakulty
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Instituce archivující a zpřístupňující práci: Vysoká škola ekonomická v Praze
http://www.vse.cz/vskp/eid/80503

Vysoká škola ekonomická v Praze

Master programme / odbor:
Ekonomika a management / Management