Heather Kennedy
Thilo Kunkel
and Daniel C. Funk

As social media becomes an increasingly dominant and important component of sport organizations’ marketing and communication strategies, effective marketing measurement techniques are required. Using social media data of a Division I football team, this research demonstrates how predictive analytics can be used as a marketing measurement tool. A support vector machine model was compared to a standard linear regression with respect to accurately predicting Facebook posts’ total interactions. The predictive model was used as (i) a planning tool to forecast future post engagement based on a...Read more