Analysis of tweets about football: 2013 and 2018 leagues in Turkey

Öztürkcan, Didem Selcen and Kasap, Nihat and Tanaltay, Altuğ and Özdinç, Mesut (2019) Analysis of tweets about football: 2013 and 2018 leagues in Turkey. Behaviour and Information Technology (SI), 38 (9). pp. 887-899. ISSN 0144-929X (Print) 1362-3001 (Online)

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Football has recently developed into a unique sector with complex management and marketing functions, where novel communication technologies are employed. In this paper, we aim to contribute to the numerous fields involving emerging European sports marketing literature, social media analytics, and digital consumer behavior. Our purpose is to explore Twitter use related with football by analyzing real-time streamed data in offering a longitudinal perspective by focusing on 2013 and 2018 leagues in Turkey via the use of social media analytics framework. Retrieved dataset involved randomly selected publicly available 370 thousand and 6,8 million real-time tweets in 2013 and 2018 leagues, respectively. We report that majority of tweets about the football was posted within the three-hour window before the match independent of the match result and the importance of the result. Moreover, pre-match tweeting volume was almost a crystal ball signaling match winning. Our findings are valuable for sports managers and marketers where some key suggestions provided are to involve particular contexts of winning or losing in their after-match marketing plans, to value weekdays as much as the weekends, and to utilize the after-work prime time of social media engagement.
Item Type: Article
Uncontrolled Keywords: Sports marketing; social media; football; tweeting behaviour; big data; Turkey
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
H Social Sciences > HF Commerce > HF4999.2-6182 Business
Divisions: Sabancı Business School
Sabancı Business School > Operations Management and Information Systems
Faculty of Engineering and Natural Sciences
Depositing User: Nihat Kasap
Date Deposited: 21 Feb 2021 18:12
Last Modified: 18 Jul 2023 15:26

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