The Ottawa Senators Twitter Activity and the Effect on Their Followers

Abstract

This thesis is written in the publishable paper format, which is comprised of two papers. The research took a case study approach analyzing the Twitter activity of the Ottawa Senators of the National Hockey League, and their followers’. The first paper, using content analysis, analyzed the Senators’ tweets and resulting follower activity level. Focus group research aimed to uncover what specific Senators’ Twitter activity influenced their followers online, and their creation and perceived inclusion in an online fan group. The second paper, through the questionnaire method, looked at the Senators’ Twitter and it’s the influence on their follower’s social identity formation and fan commitment levels. These two papers highlight the importance of sport organizations facilitating connections between their followers and most importantly, facilitating the creation of an online central fan group specific to their Twitter handle.