The Impact of Content Characteristics on Twitter Audience Engagement: An Empirical Investigation of the Canadian NHL Organizations – Nikita Mukhin
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
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 …moreAbstract:
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 …more
Language used: English
Date on which the thesis was submitted / produced: 20. 1. 2020
Identifier:
http://www.vse.cz/vskp/eid/80503
Thesis defence
- Date of defence: 18. 6. 2020
- Supervisor: Ondřej Machek
- Reader: Ondřej Dvouletý
Citation record
ISO 690-compliant citation record:
MUKHIN, Nikita. \textit{The Impact of Content Characteristics on Twitter Audience Engagement: An Empirical Investigation of the Canadian NHL Organizations}. Online. Master's thesis. Praha: University of Economics, Prague. 2020. Available from: https://theses.cz/id/tbgmox/.
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttp://www.vse.cz/vskp/eid/80503
Vysoká škola ekonomická v Praze
Master programme / field:
Ekonomika a management / Management
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