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1 – 2 of 2Senthil Veerasamy and Susobhan Goswami
Purpose: Due to COVID-19, tourism to Tokyo Olympic is totally banned and sports enthusiasts are not allowed to view any sport event.Need of the study: The need of this chapter is…
Abstract
Purpose: Due to COVID-19, tourism to Tokyo Olympic is totally banned and sports enthusiasts are not allowed to view any sport event.
Need of the study: The need of this chapter is to explore Twitter content and analyse its sentiments towards the mega sporting event #Tokyo2020 Olympic.
Methodology: This research has adopted the behaviour of players and sport fans to analyse their Twitter messages using netnographic approach. Sample of 7,475 tweets of #Tokyo2020 an official Twitter online Olympic campaign was collected, and these tweets were categorised with frequency analysis, sentiment analysis, and context analysis using NVivo.
Findings: Results highlighted that majority of tweets are positive towards Tokyo Olympic even in COVID-19 scenario. Findings of the study showed that Tokyo Olympic had favourable emotions, sporting sprit, positive state of energy, and players’ lifestyles.
Practical implications: This research explored the dynamics of engagement practices and can be extended to other fields of study and is useful to sports authorities to strategize their forthcoming sporting events.
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