Visual Analytics of Twitter Conversations about Corporate Sponsors of FC Barcelona and Juventus at the 2015 UEFA Final

Ricard W. Jensen, Yam B. Limbu, Yasha Spong

Research output: Contribution to journalArticle

8 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)3-9
Number of pages7
JournalInternational Journal of Sports Marketing and Sponsorship
Volume16
Issue number4
DOIs
StatePublished - 1 Jul 2015

Keywords

  • Twitter
  • corporate sponsors
  • digital marketing
  • football
  • sports marketing
  • visual analytics

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