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
Journal / Book Title
International Journal of Sports Marketing
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
Journal ISSN / Book ISBN
ISSN: 1464-6668
MSU Digital Commons Citation
Jensen, Ricard W.; Limbu, Yam; and Spong, Yasha, "Visual Analytics of Twitter Conversations About Corporate Sponsors of FC Barcelona and Juventus at the 2015 UEFA Final" (2015). Department of Marketing Faculty Scholarship and Creative Works. 255.
https://digitalcommons.montclair.edu/marketing-facpubs/255
Published Citation
Jensen, R.W., Limbu, Y.B. and Spong, Y. (2015), "Visual Analytics of Twitter Conversations about Corporate Sponsors of FC Barcelona and Juventus at the 2015 UEFA Final", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 4, pp. 3-9. https://doi.org/10.1108/IJSMS-16-04-2015-B002