An Examination of the Public’s Twitter Usage of Youth Olympic Games and Olympic Games from 2010 to 2016

Global multi-sport events: content strategy for driving fan engagement on Twitter

“…Twitter was chosen as a platform for this study for its distinct characteristics of short-form communication that promotes two-way communication and information abundance signaling sport fan proclivity to display sport fandom on the platform (Yoon and Pederson, 2022; Naraine et al ., 2021). Twitter allows for direct communication and interaction among sport fans resulting in greater engagement and involvement (MacIntosh et al ., 2017).…”

“…Sport organizations and sponsors have acknowledged the prominent role of Twitter in achieving marketing objectives (Abeza et al ., 2017; Winand et al ., 2019). The two-way communication that allows for direct communication and interaction among sport fans makes Twitter a platform of choice for a more humanistic way of communication (Gillooly et al ., 2017), displaying sport fandom and for garnering greater engagement of fans (Yoon and Pederson, 2022; Naraine et al ., 2021). The velocity of messages posted per second in Twitter is also huge, particularly during multi-country events like Olympics.…”

Múltiplas perspectivas sobre os Youth Olympic Games: uma pesquisa de revisão

“…Quanto ao estabelecimento de relações com culturas diferentes, o que mais interessou os atletas foram as atividades espontâneas, como circular pela Vila Olímpica e conhecer atletas de outras delegações. Yoon & Pedersen (2018) Quanto à sustentabilidade, foi expressa a partir do desejo de conscientização para tópicos como biodiversidade, acessibilidade, uso eficiente de água e energia e direitos humanos, todos temas conectados aos Objetivos de Desenvolvimento Sustentável (ODS) da Organização das Nações Unidas (ONU). Os YOG de 2018 materializaram a paridade de meninos e meninas, contribuindo para a "desconstrução dos preconceitos relacionados aos estereótipos de gênero, dentro e fora do campo desportivo" (Medeiros, 2021, p.10).…”

Guest editorial

“…Social media research in sport management has mainly examined fan behavior, such as fan engagement on social media (Osokin, 2019; Santos et al , 2019) or general usage behavior with regard to electronic word of mouth (Wakefield and Bennett, 2018; Chang, 2019; Kim and Kim, 2020). Further research examined the fan and usage behavior of large public groups on social media during mega events such as the Olympic Games (Finlay, 2018a, b; Hazari, 2018; Li et al , 2018; Tang and Cooper, 2018; Yoon and Pedersen, 2018) or the UEFA Champions League Final (Yan et al , 2019). Another stream of research analyzed sport consumers' interests in social media and identified motives for social media consumption (Li et al , 2019; Spinda and Puckette, 2018; Tu et al , 2019; Watanabe et al , 2019).…”