Date of Award


Document Type

Open Access Dissertation


School of Journalism and Mass Communications

First Advisor

Keith R. Kenney


In the sport of college football, engagement with fans drives revenue for the sports teams and the athletic department; the more fans buy, the more money the school gets. This study examines the ways college football teams use Facebook to engage their publics, and how that engagement builds a sense of community. Specifically, it explores six teams that represent new college football teams, midmajor teams, and state flagship institution teams. Ultimately, it seeks to explain how social media can be a force in establishing and maintaining an online community.


© 2014, Matthew J. Haught

Included in

Communication Commons