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

doi:10.1108/IJSMS-16-04-2015-B002

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

Marketing

Research output: Contribution to journal › Article › peer-review

15 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 language	English
Pages (from-to)	3-9
Number of pages	7
Journal	International Journal of Sports Marketing and Sponsorship
Volume	16
Issue number	4
DOIs	https://doi.org/10.1108/IJSMS-16-04-2015-B002
State	Published - 1 Jul 2015

Keywords

Twitter
corporate sponsors
digital marketing
football
sports marketing
visual analytics

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10.1108/IJSMS-16-04-2015-B002

Cite this

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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.",

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

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