Month/Year of Graduation

5-2025

Degree Name

Bachelor of Science (B.S.)

Department

Marketing and Management

First Advisor

Dr. Ashley Varilek

Abstract

In the digital age, social media has become an essential tool for shaping how college students interact with their university sports teams. This study explores the role of social media in influencing student fan engagement at the University of Nebraska at Omaha (UNO), with a focus on perceptions, behaviors, and platform preferences. Using a mixed-methods approach, data was collected through a campus-wide survey (n=122) and ten in-depth interviews with student fans and athletes. Results indicate that Instagram and TikTok are the most effective platforms for capturing student attention, particularly when content includes behind-the-scenes access, humor, and player-led storytelling. Students who frequently engage with UNO Athletics on social media report higher levels of emotional connection, team loyalty, and likelihood of attending games. However, many interactions remain passive, with most participants primarily “liking” content rather than actively sharing or commenting. The findings suggest that authentic, student-centered content can bridge the gap between digital interaction and real-world support. This research contributes to broader discussions on sports marketing in collegiate contexts and offers actionable strategies for athletic departments seeking to boost student involvement in an increasingly digital campus culture.

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