Honors Program
Midway Honors
Date of Award
5-2012
Thesis Professor(s)
Kelly Price
Thesis Professor Department
Management and Marketing
Abstract
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.
Document Type
Honors Thesis - Open Access
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Recommended Citation
Caufield, Kristopher, "Analyzing the effects of brand mascots on social media: Johnson City Power Board case study." (2012). Undergraduate Honors Theses. Paper 40. https://dc.etsu.edu/honors/40
Copyright
Copyright by the authors.