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dc.contributor.authorHaugh, Betsy Robertsen_US
dc.date.accessioned2016-06-25T08:01:14Z
dc.date.available2016-06-25T08:01:14Z
dc.date.issued2016-06-24en_US
dc.identifier.othervt_gsexam:7867en_US
dc.identifier.urihttp://hdl.handle.net/10919/71453
dc.description.abstractCorporate Social Responsibility (CSR) in sport is an emerging area of interest among scholars, sport managers, sponsors, fans, and policy-makers (Breitbarth, Walzel, Anagostopoulos, and van Eekeran, 2015). Despite this increased scholarly attention, a gap in literature exists regarding to the effectiveness of the messages disseminated. This study investigated how sports organizations communicate CSR on Twitter by examining the effectiveness of CSR messages disseminated via Twitter by professional baseball teams. Using priming theory and Lang's (2000) Limited Capacity Model for Mediated Message Processing, this study tested the effects of priming and message sequencing on a persons' ability to recognize and recall these CSR messages. While no statistically significant relationships were found, observed results led to strong arguments about the effects of both priming and message sequencing on the effectiveness of CSR messages disseminated by Major League Baseball (MLB) teams in terms of recognition and recall. Additionally, results suggested that traditional media effects paradigms might not be transferable to social media.en_US
dc.format.mediumETDen_US
dc.publisherVirginia Techen_US
dc.rightsThis Item is protected by copyright and/or related rights. Some uses of this Item may be deemed fair and permitted by law even without permission from the rights holder(s), or the rights holder(s) may have licensed the work for use under certain conditions. For other uses you need to obtain permission from the rights holder(s).en_US
dc.subjectCSRen_US
dc.subjectprofessional sportsen_US
dc.subjectprimingen_US
dc.subjectmedia effectsen_US
dc.subjectLang's Limited Capacity Modelen_US
dc.titleMaking Memories in 140 Characters or Less: Testing the Effectiveness of CSR Messages Disseminated by Major League Baseball Teams via Twitter on Recognition and Recallen_US
dc.typeThesisen_US
dc.contributor.departmentCommunicationen_US
dc.description.degreeMaster of Artsen_US
thesis.degree.nameMaster of Artsen_US
thesis.degree.levelmastersen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineCommunicationen_US
dc.contributor.committeechairWatkins, Brandi A.en_US
dc.contributor.committeememberMackay, Jennifer Burlesonen_US
dc.contributor.committeememberTedesco, John C.en_US


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