Graduation Year

Spring 2012

Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Darren Filson

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Rights Information

© 2012 Rachel C. Bunting


The rise of Major League Soccer in the United States has taken place during an influential spread of social media. This paper conducts an empirical analysis of the effects of several variables on the Facebook "likes" of individual Major League Soccer Facebook homepages. Variables from previous sport demand studies are re-analyzed and applied in this study to determine similarities and differences to Facebook "likes". Results from the analysis indicate social media is affected differently than attendance rates. Facebook "likes" are most affected by population size, unemployment and Hispanic composition as well as player salary rather than wins or attendance.