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    The Effect of Emojis on the Popularity of Tweets Posted by Professional Sports Teams

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    Author
    Barry, Hannah Lynn
    Issue Date
    2017
    Advisor
    Brandimarte, Laura
    
    Metadata
    Show full item record
    Publisher
    The University of Arizona.
    Rights
    Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
    Abstract
    Emojis are gaining popularity both in messages and on social media. They are now used to enhance text in addition to replacing it. This paper aims to find the effects emojis have on retweets and favorites for tweets posted by professional sports teams. For this study, 50 sports teams were selected with 100 tweets sampled from each. The different sports included football, basketball, baseball, hockey, and soccer. The data included: whether the tweet contained an emoji; if the emoji replaced a word; if that tweet contained a video, photo, gif, player, or hashtag. Once the tweets were collected, I used Stata to analyze the data based on a linear as well as a Poisson regression. Interestingly, an emoji is not statistically significant when used as a predictor of favorites and retweets. However, when an emoji is used, whether or not it replaces words is significant, and remains significant under various model specifications. Specifically, when an emoji takes the place of typed text, favorites and retweets will largely decrease, possibly indicating that when emojis are used instead of text they become confusing to the reader. Other results include that the presence of media (video, photo, gif) and the mentioning of a player are positively correlated with the number of favorites and retweets. These findings allow a sports team to craft the ideal tweet, receiving a larger number of favorites and retweets, potentially increasing the fan base and sales.
    Type
    text
    Electronic Thesis
    Degree Name
    B.S.
    Degree Level
    bachelors
    Degree Program
    Honors College
    Management Information Systems
    Degree Grantor
    University of Arizona
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    Honors Theses
    Honors Theses

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