Volume 8 - Autumn Supplementary                   Ann Appl Sport Sci 2020, 8 - Autumn Supplementary: 0-0 | Back to browse issues page

XML Print

Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Cazorla Milla A, Mataruna-Dos-Santos L J, Muñoz Helú H. Content Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Games. Ann Appl Sport Sci. 2020; 8 (S1)
URL: http://aassjournal.com/article-1-905-en.html
1- College of Business Administration, American University in the Emirates, Dubai, United Arab Emirates , asli.milla@aue.ae
2- Canadian University of Dubai, Faculty of Management, Department of Sport Management, United Arab Emirates
3- Department of Economic-Administrative Sciences, Universidad Autónoma de Occidente, Culiacan, Mexico, Mexico
Abstract:   (1169 Views)
Background. This paper investigates the pillars of content strategy and fan engagement in social networks during 2018 PyeongChang Winter Olympics and Paralympics.
Objectives. The purpose of this paper is to seek reasons behind the differences in fan engagement in social media channels of PyeongChang Winter Olympics and Paralympics.
Methods. Facebook and YouTube channels are used to analyze engagement and growth. Subsequent effects of fans engagement with different social media content have also been analyzed in the study. Data were collected using the Social Bakers Suite platform for the period of fifteen days of the Winter Paralympics. For the purpose of analysis 3 platforms have been used for 25 different analysis. From 25, the most significant analysis was presented in the findings. Content and sentiment analysis is used as a main research methodology.
Results. The findings of this paper showed that the fans are more engaged with the contents of the Paralympic channel even though the number of followers were almost as half as the Olympics channel. The contents that were generated through marketers/organizer did not perform as well as user/fan generated content.
Conclusion. This study will add to the body of academic practitioner research on social media content creation and will provide an opening for marketers to leverage social media networks for marketing communications. This cross‐channel study of the Olympics and Paralympic channels found positive effects on content consumption and in the promotion of fan engagement.
Full-Text [PDF 837 kb]   (465 Downloads)    
  • Content strategies for sporting events social media channels should be carefully designed considering the type of posts, the source of the content to maximize the engagement.
  • Metrics such as engagement rate and views per post is important to understand the impact of the social media efforts during Olympics.
  • Sport marketers need to concentrate on a mix of user and marketer generated content in order to attract more sponsorships.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2020/07/10 | Accepted: 2020/08/30 | Published: 2020/10/19 | ePublished: 2020/10/19

1. IOC. How the IOC finances a better world through sport. 2020. Available from: www.olympic.org/funding.
2. Shinke RG, Hanrahan SJ. Sport for development, Peace and Social Justice. Morgantown2012.
3. Ploquin P. Branding lessons from the Olympic Games 2016. Available from: https://medium.com/greater-than/branding-lessons-from-the-olympic-games-6b51fac7e0fc.
4. Settimi C. By The Numbers: The 2018 Pyeongchang Winter Olympics. 2020. Available from: https://www.forbes.com/sites/christinasettimi/2018/02/08/by-the-numbers-the-2018-pyeongchang-winter-olympics/#5a05478d7fb4.
5. Ma L, Sun B, Kekre S. The Squeaky Wheel Gets the Grease-An empirical analysis of customer voice and firm intervention on Twitter. Market Sci. 2015;34(5):627-645. [DOI:10.1287/mksc.2015.0912]
6. Mataruna-Dos-Santos LJ. The Intentions of International Tourists to Attend the 2016 Rio Summer Olympic and Paralympic Games: A Study of the Image of Rio de Janeiro and Brazil. Ann Appl Sport Sci. 2020;8(3). [DOI:10.29252/aassjournal.798]
7. Jannsen K. Running a Super-Effective Inbound Marketing Campaign The Ultimate Guide 2018. Available from: https://blog.arcsncurves.com/blog/ultimate-guide-running-inbound-marketing-campaign-uae.
8. Milla AC. Mataruna-Dos-Santos LJ. Social media preferences, interrelations between the social media characteristics and culture: a view of Arab nations. Asian Social Science. 2019;15(6):71-77. [DOI:10.5539/ass.v15n6p71]
9. Barger V, Peltier JW, Schultz DE. Social media and consumer engagement: a review and research agenda. J Res Interactive Market. 2016;10(4):268-287. [DOI:10.1108/JRIM-06-2016-0065]
10. Weiger WH, Wetzel HA, Hammerschmidt M. Who's pulling the strings? The motivational paths from marketer actions to user engagement in social media. Europe J Market. 2019;53(9):1808-1832. [DOI:10.1108/EJM-10-2017-0777]
11. Pham MT, Johar GV. Market prominence biases in sponsor identification: Processes and consequentiality. Psychol Market. 2001;18(2):123-143. https://doi.org/10.1002/1520-6793(200102)18:2<123::AID-MAR1002>3.0.CO;2-3 [DOI:10.1002/1520-6793(200102)18:23.0.CO;2-3]
12. O'Reilly N, Nadeau J, Séguin B. In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup. Int J Sport Market Sponsorship. 2007;8(2). [DOI:10.1108/IJSMS-08-02-2007-B007]
13. Newzoo. Global Esports Market Report 2018. Available from: https://asociacionempresarial esports.es/wp-content/uploads/newzoo_2018_global_esports_market_report_excerpt.pdf.
14. IOC. Marketing Report 2018. Available from: https://stillmed.olympic.org/media/ Document%20Library/OlympicOrg/Games/Winter-Games/Games-PyeongChang-2018-Winter-Olympic-Games/IOC-Marketing/Marketing-Report.pdf.
15. IOC. Factsheet. International Olympic Committee. Archived from the original (PDF) on 29 April 2011. BCW Report 2011. Available from: https://bcw-sport.com/.
16. Newswhip Analytics. Newswhip Analytics 2018. Available from: https://www.newswhip.com/2018/02/social-media-winter-olympics/.
17. Feehan B. Rivalympics: Social Media's Answer to PyeongChang. 2018 Available from: https://www.rivaliq.com/blog/2018-rivalympics-social-medias-answer-to-pyeongchang/.
18. The Social Winter Games. Social Media Analysis on PyeongChang 2018', in partnership with Hookit 2018. Available from: https://www.sportcal.com/Insight/Features/117914?&f=i%3A2%2FMedia%7C.
19. FIFA. Financial Report 2018. Available from: https://resources.fifa.com/image/upload/xzshsoe2ayttyquuxhq0.pdf.
20. The Social Winter Games. Social media analysis on Pyeong Chang 2018. Available from: https://www.sportcal.com/Insight/Features/117914?&f=i%3A2%2FMedia%7C.
21. Monkeylearn Sentiment Analysis. Monkeylearn Sentiment Analysis 2020. Available from: https://monkeylearn.com/sentiment-analysis/.
22. Ray P, Chakrabarti A, Ganguli B, Das PK. Demonetization and its aftermath: an analysis based on twitter sentiments. Sādhanā. 2018;43(11):186. [DOI:10.1007/s12046-018-0949-0]
23. IOC. Social and Digital Media Guidelines for persons accredited to the XXIII Olympic Winter Games Pyeong Chang 2018. Available from: https://stillmed.olympic.org/media/Document %20Library/OlympicOrg/Games/Winter-Games/Games-PyeongChang-2018-Winter-Olympic-Games/IOC-Social-and-Digital-Media-Guidelines/PyeongChang-2018-Social-Media-Guidelines-eng.pdf.
24. Caroll C. The Olympics' new marketing strategy: Going 'direct-to-people' 2020. Available from: https://www.marketingweek.com/olympic-marketing-digital-tokyo-2020/.
25. Seifi Salmi T, Benar N, Honari H. Identifying Value Creation Strategies in the Brand Communities of Sport Clubs Based on the Use of Social Media. Annal Appl Sport Sci. 2019;7(2):55-61. [DOI:10.29252/aassjournal.7.2.55]

Add your comments about this article : Your username or Email:

Send email to the article author

© 2017 All Rights Reserved | Annals of Applied Sport Science

Designed & Developed by : Yektaweb