Date

6-26-2025

Department

School of Communication and the Arts

Degree

Doctor of Philosophy in Communication (PhD)

Chair

Carol Hepburn

Keywords

social media engagement, National Football League (NFL), brand storytelling, media richness theory, fan engagement

Disciplines

Communication

Abstract

This qualitative study aimed to examine the social media engagement of fans of the National Football League (NFL). The central problem identified was a lack of understanding of brand storytelling across different social media platforms, particularly concerning the richness of information each platform provided. Guided by media richness theory, developed by Daft and Lengel, this research explored the varying communication styles employed in brand storytelling on social media. The study sought to provide insights into how NFL brands can effectively utilize different platforms to enhance their storytelling and engage with their audience more richly and effectively. The results indicate that the NFL brand is effectively utilizing media richness with few discrepancies. Findings show clear content themes and the effectiveness of media richness. For future research, researchers may consider applying media richness theory effectiveness to organizations outside of the sports industry.

Download

Included in

Communication Commons

Share

COinS