| Popis: |
This study examined the effectiveness of social media marketing on college students attending a recreation special event. Facebook and Twitter were assessed via an experimental design. To measure the effectiveness of these applications (through updating statuses) on a college student’s awareness, interest, and intent of attending a special event, three groups were employed (Facebook, Twitter, and Control). A total of 134 participants were recruited via six undergraduate courses and were assigned into three groups based on their social media consumption. Subjects responded to a pre-survey, joined their respective treatment group, and completed a post-survey. Descriptive statistics revealed that awareness increased for those who received Facebook status updates and tweets. The interest level of the treatment groups decreased from the pre to the post-test and the intention of participants to participate increased slightly for the Facebook treatment group, but the intent level of participants in the Twitter and Control groups decreased. |
