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

Copyright

Copyright by the authors.

Included in

Economics Commons

Share

COinS