Date of Award
Thesis Professor Department
Management and Marketing
This paper examines the effects of a brand character or mascot on the brand and social media interactions. A case study was conducted on the recent introduction of Johnson City Power Board's new mascot Will Power. Facebook statistics were used to determine the amount of interaction certain posts received on the Johnson City Power Board's Facebook Page. Will Power posts received more interactions than any other topic for the Power Board.
Honors Thesis - Open Access
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Caufield, Kristopher, "Analyzing the effects of brand mascots on social media: Johnson City Power Board case study." (2012). Undergraduate Honors Theses. Paper 40. http://dc.etsu.edu/honors/40
Copyright by the authors.