lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Analysis of tweets about football: 2013 and 2018 leagues in Turkey
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2248-0802
Sabanci University, Turkey.ORCID iD: 0000-0001-5435-6633
Sabanci University, Turkey.ORCID iD: 0000-0002-1388-1957
Mimar Sinan FA University, Turkey.ORCID iD: 0000-0002-8836-978X
2019 (English)In: Behavior and Information Technology, ISSN 0144-929X, E-ISSN 1362-3001, Vol. 38, no 9, p. 887-899Article in journal (Refereed) Published
Abstract [en]

Football has recently developed into a unique sector with complex management and marketing functions, where novel communication technologies are employed. In this paper, we aim to contribute to the numerous fields involving emerging European sports marketing literature, social media analytics, and digital consumer behaviour. Our purpose is to explore Twitter use related with football by analysing real-time streamed data in offering a longitudinal perspective by focusing on 2013 and 2018 leagues in Turkey via the use of social media analytics framework. Retrieved dataset involved randomly selected publicly available 370 thousand and 6.8 million real-time tweets in 2013 and 2018 leagues, respectively. We report that majority of tweets about the football was posted within the three-hour window before the match independent of the match result and the importance of the result. Moreover, pre-match tweeting volume was almost a crystal ball signalling match winning. Our findings are valuable for sports managers and marketers where some key suggestions provided are to involve particular contexts of winning or losing in their after-match marketing plans, to value weekdays as much as the weekends, and to utilise the after-work prime time of social media engagement.

Place, publisher, year, edition, pages
Taylor & Francis, 2019. Vol. 38, no 9, p. 887-899
Keywords [en]
Sports marketing, Social media, Football, Tweeting behaviour, Big data, Turkey
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-80838DOI: 10.1080/0144929X.2019.1583284ISI: 000481837100003OAI: oai:DiVA.org:lnu-80838DiVA, id: diva2:1291899
Available from: 2019-02-26 Created: 2019-02-26 Last updated: 2019-10-03Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full text

Authority records BETA

Ozturkcan, SelcenÖzdinc, Mesut

Search in DiVA

By author/editor
Ozturkcan, SelcenKasap, NihatTanaltay, AltugÖzdinc, Mesut
By organisation
Department of Marketing
In the same journal
Behavior and Information Technology
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 377 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf