作者
Simon Chadwick, Alex Fenton, Richard Dron, Wasim Ahmed
发表日期
2021/7
期刊
IIM Kozhikode Society & Management Review
卷号
10
期号
2
页码范围
178-191
出版商
SAGE publications
简介
This study conducts an analysis of social media discussions related to high engagement sports brands. More specifically, our study examined the English Premier League (EPL); it sought to retrieve data systematically over the same day, weekly, for a period of five months. After this process, we had built 20 datasets and NodeXL was utilized to analyse the data. After we had this data, we were able to use qualitative observations to identify key users and conversations that formed around the EPL as well as the connections between the conversations that arose from the brand’s posts and the people involved in them. We also analyzed the quantitative data underpinning our network visualisations to provide further insights. The most obvious initial finding was that when the EPL tweets, it prompts a large volume of conversations directly related to these tweets. However, we also noted that EPL tweets also help instigate …
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