Until now, little research has been conducted to analyse Twitter conversations about the corporate sponsors of football clubs. The conventional and most widely used method has been to use content analysis to assess the sentiment of the tweets that were sent. However, this approach may be inadequate because sports fans may be unlikely to mention a corporate sponsor in the text they tweet. This study demonstrates the use of visual analytics to assess conversations about corporate sponsors by examining the images people tweet.
|Number of pages||7|
|Journal||International Journal of Sports Marketing and Sponsorship|
|State||Published - 1 Jul 2015|
- corporate sponsors
- digital marketing
- sports marketing
- visual analytics