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

PurposeThe 2022 Olympic Winter Games in Beijing were the first sporting mega-event held in a country that limits access to popular Western social networks. Since both domestic and international audiences were crucial for the organizers, the purpose of this study was to identify similarities and differences in content published and engagement generated on the event’s official social media accounts in the months preceding the Olympics.Design/methodology/approachFor 1,200 consecutive original posts published on Facebook, Sina Weibo and Twitter, we coded the time of publication, motivation targeted by the message according to Raney’s typology of motivations for sport spectatorship, multimedia additions and number of likes/reactions, comments and shares.FindingsAll accounts were dominated by posts targeting cognitive motivations. The Weibo profile was much more active and followed. There, 71.5% of content conveyed learning, while the most engaging content provided entertainment. Content on Western networks was more varied but virtually duplicated across networks. The most engaging posts targeted euphoric stress, escape and aesthetic pleasure. Comparable content elicited different engagement on Chinese and Western social media. Graphics and video were the most engaging features on all networks; polls were the least engaging.Research limitations/implicationsAgenda-setting effects of social media content differ across cultures and are co-created by user comments.Originality/valueTo the best of the authors’ knowledge, this is the first cross-cultural comparison of pre-event social media promotion by non-Western sporting mega-event hosts. Organizers diversified content strategies to cater to different audiences and pursue different policy goals. We proved cultural differences in content preference and engagement and showed the relevance of Raney’s typology of sport spectatorship for social media.

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Swipe, view, engage: the interplay of athlete social media content and viewer attitudes on sports perception and interest

Szymkowiak,

Garczarek-Bąk,

Bączyk

2024

SBM

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PurposeInfluencers in physical activity and sports have gained significant prominence in promoting health and well-being via digital social networks. This research investigates the impact of athlete influencers on sports perceptions, with a focus on korfball. Using korfball as a representative sport minimizes biases, allowing a nuanced exploration of athlete-generated content’s direct influence on viewer attitudes.Design/methodology/approachA questionnaire survey with 319 respondents explores variables like athlete attitude, attractive appearance, social media profile attitude, emotional engagement toward korfball, korfball perception, korfball interest and general sports attitude. Structural equation modeling analysis examines relationships among these variables.FindingsThe study delves into the complex interplay among athlete attitude, social media attitude and emotional engagement toward sports, emphasizing the pivotal role of authenticity in fostering deeper connections. Contrary to expectations, athlete attractiveness did not significantly influence viewer priorities, signaling a notable shift towards valuing authenticity and performance. Furthermore, the research explores how general sports attitudes moderate relationships between sports perceptions and interest, offering critical insights for sports sociology and marketing.Originality/valueThis study innovates by focusing on korfball, emphasizing authenticity over attractiveness and providing insights into the evolving dynamics of sports marketing and consumer behavior in the digital age. This research evidences the profound impact of the digital age on sports engagement, laying a foundation for future studies and practical applications in sports sociology, marketing and consumer behavior.

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

Cited by 3 publications

References 88 publications

Digital Marketing Analytics in Sports

Digital Marketing Analytics in Sports

Promotion of the 2022 Olympic Winter Games on Chinese and Western social media

Swipe, view, engage: the interplay of athlete social media content and viewer attitudes on sports perception and interest

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