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Open Access
Article
Publication date: 1 February 2024

Inés Küster Boluda, Natalia Vila-Lopez, Elisabet Mora and Javier Casanoves-Boix

This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of…

Abstract

Purpose

This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social media content.

Design/methodology/approach

A total of 1,711,084 posts were collected for analysis, focusing on FIFA World Cup Qatar 2022, XLI Marathon Valencia Trinidad Alfonso 2022 and Davis Cup 2022, with a particular emphasis on the Spain brand. Through Atribus, diverse social media data were recovered and analyzed. Later, we recommended employing various metrics and ANOVAs to address the research questions. Additionally, we conducted a sentiment analysis.

Findings

The results show differences between (1) the use and relevance of social network platforms and events and (2) the content generated by different countries. The practical implications offer valuable insights for sports event organizers, destination managers and other stakeholders. The research implications suggest potential avenues for future research based on the observed patterns and behaviors in social media posts related to sports events and Brand Spain.

Originality/value

(1) Some papers have studied the role of sports events’ social media, ignoring the comparison among different social media platforms; (2) usually, previous literature has focused on a single event or sport and (3) although there is considerable research related to the strategic and operational Inés Küster Boluda Inés Küster Boluda role of social media, there is less systematic analysis related to the extent sports events use social media in general and in specific social media platforms and virtually nonexistent studies that employ index measurements.

研究目的

本研究擬分析就三個與西班牙品牌有關的國際體育賽事而言,體育社交媒體對一個國家的影響。俱體而言,本研究擬探討: (一) 、各體育賽事社交媒體平台的使用和其重要性,以及 (二) 、是哪些國家生成最多的社交媒體內容。

研究設計/方法/理念

研究人員收集共計1,711,084帖子以便進行分析;其焦點放在2022年卡塔爾世界盃 (即2022年國際足聯世界盃) ,2022年特尼利尼達阿方索馬拉松賽-瓦倫西亞 (XLI Marathon Valencia Trinidad Alfonso 2022) 和2022年台維斯盃;研究人員特別把重點放在西班牙品牌上。研究人員透過 Atribus 重新取得多種多樣的社交媒體數據,然後進行分析。之後,研究人員建議使用不同的度量和方差分析去處理各研究問題,以及進行了情感分析。

研究結果

研究結果顯示了以下兩者之差異:(一) 、社交網絡平台和比賽項目的使用和關聯,以及 (二) 、不同國家生成的內容。從這個研究發現,體育賽事的籌辦者、目的地管理人員和其它利益相關者,均會獲得寶貴的實務啟示;至於就未來學術研究的路向而言,學者和研究人員或許可觀察關於體育賽事和西班牙品牌的社交媒體帖子裡顯示的模式和行為,從而找到合適的研究路徑。

研究的原創性

本研究有以下的貢獻:(一) 、從前的研究多只探討關於體育賽事的社交媒體所扮演的角色,而忽略了要比較不同社交媒體平台的需要;(二) 、過去的文獻通常聚焦於單一的賽事或運動上;以及 (三) 、雖然探討關於社交媒體在戰略上和在操作上所扮演的角色的研究為數不少,但甚少研究、就體育賽事大體使用社交媒體的程度,或使用特定的社交媒體平台的程度進行分析和探討。再者,幾乎沒有學者或研究人員在有關的研究上使用指標測量法;就此三點而言,本研究可說填補了有關的研究空白。

Details

European Journal of Management and Business Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2444-8451

Keywords

Content available
Article
Publication date: 1 October 2010

Larissa Davies, Richard Coleman and Girish Ramchandani

A feature of many non-elite sports events, especially those conducted in public places, is that they are free-to-view. The article focuses on the methodological issue of…

Abstract

A feature of many non-elite sports events, especially those conducted in public places, is that they are free-to-view. The article focuses on the methodological issue of estimating spectator attendance at free-to-view events and the consequences for impact evaluation. Using empirical data from three case studies, the article outlines various approaches to measuring attendance and discusses the key issues and implications for evaluating free-to-view sports events.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Content available
Book part
Publication date: 19 October 2022

David M. Herold, Greg Joachim, Stephen Frawley and Nico Schulenkorf

Abstract

Details

Managing Global Sport Events: Logistics and Coordination
Type: Book
ISBN: 978-1-80262-041-2

Open Access
Article
Publication date: 8 May 2023

Junfeng Wang and Vera Butkouskaya

This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral…

2445

Abstract

Purpose

This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article discusses the role of event image and product perceived value in enhancing the SMAs’ effect on TBIs.

Design/methodology/approach

The research analyzed 315 valid questionnaires from tourists in the Chinese market by structural equation modeling.

Findings

The results indicate that SMAs positively impact sports tourism event image, tourists’ perceived commemorative product value and TBIs. Meanwhile, event image and product perceived value mediate the SMAs and TBIs relationship.

Research limitations/implications

Considering SMAs as essential for sustainable development, this paper contributes to the strategic management discipline. Additionally, the research expands the analysis of event image and product perceived value in the brand theory and customer behavior research.

Practical implications

The article outlines the principal value of SMAs implementation in enhancing behavioral intentions. It also reveals that a favorable event image and good perceived value can enhance SMAs’ effectiveness toward positively influencing TBIs, especially purchase intentions. It provides a new vision for nonprofit organizations to prioritize SMAs’ implementation in marketing strategies.

Originality/value

It is pioneering work with a complex research framework for SMAs implementation in the sports tourism context.

Details

Journal of Economics, Finance and Administrative Science, vol. 28 no. 55
Type: Research Article
ISSN: 2218-0648

Keywords

Content available
Article
Publication date: 1 September 1999

Robert Sparks

Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 1 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Content available
Article
Publication date: 5 October 2012

Richard Shipway and Naomi Kirkup

1999

Abstract

Details

International Journal of Event and Festival Management, vol. 3 no. 3
Type: Research Article
ISSN: 1758-2954

Open Access
Article
Publication date: 27 May 2022

Keita Kinoshita and Hirotaka Matsuoka

The purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using…

1147

Abstract

Purpose

The purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using two-wave data in a specific sport event during the declaration of the emergency statement in Japan. The study also aims to test the moderating effects of risk perceptions about COVID-19 and the game outcome on the relationship between team identification and vitality/game satisfaction.

Design/methodology/approach

The present research was conducted in the context of a sport event in Tokyo (the Japanese Rugby Top League 2020–2021 Season Playoff Tournament Final) during the declaration of the emergency statement period in Japan. The data were collected through a two-wave design (before and after the game) from the spectators of the event.

Findings

Team identification significantly predicted higher vitality after the game but not game satisfaction. Additionally, the moderation test found that sport fans with high social risk perception about the COVID-19 showed a positive relationship between team identification and vitality but not for the fans with low social risk perception.

Practical implications

The present results suggest that sport events can be advertised for sport fans as a tool to increase physical and psychological energy in their daily lives during the pandemic.

Originality/value

The present study demonstrated that team identification predicted greater vitality after the spectatorship during the COVID-19 outbreak. In particular, higher social risk perception was a significant catalyst to improve vitality after the game.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Content available
Book part
Publication date: 29 November 2021

Abstract

Details

Sport, Gender and Mega-Events
Type: Book
ISBN: 978-1-83982-937-6

Content available
Article
Publication date: 1 July 2006

Con Stavros

The Victorian Major Events Company (VMEC), located in Melbourne, Australia, declares its mission as being “to attract major events of international significance to Melbourne and…

214

Abstract

The Victorian Major Events Company (VMEC), located in Melbourne, Australia, declares its mission as being “to attract major events of international significance to Melbourne and the State of Victoria”. VMEC is considered a world leader in its field. Peter Abraam (PA), interviewed by Con Stavros (CS), explains the role of VMEC in maintaining Melbourne's position as 'sporting capital of the world' in the context of global events development, the involvement of government sponsors and use of best practice, as demonstrated through the Formula One Grand Prix.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Content available
Book part
Publication date: 5 July 2023

Abstract

Details

Sport and Tourism
Type: Book
ISBN: 978-1-83753-241-4

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