#Fight4UNCWSwimandDive: A Case Study of How College Athletes Used Twitter to Help Save Their Teams

Abstract

This study explored how student-athletes at UNC-Wilmington (UNCW) used Twitter to help save their swimming and diving teams from being eliminated. Both a series of interviews and a content analysis of 1,775 tweets by 25 athletes were conducted. The results suggest that athletes and advocates can use Twitter to raise awareness about their cause. The UNCW athletes’ goal to demonstrate community support by alerting as many people as possible through social media was achieved through tweeting consistently, becoming opinion leaders in the two-step flow of information, and using weak ties to get followers of other accounts to rally behind their cause. Limitations and directions for future research are also discussed.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles