Title

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

Document Type

Article

Publication Date

7-1-2015

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.

DOI

10.1108/IJSMS-16-04-2015-B002

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