Browsing by Author "Milla, Asli Cazorla"
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Item Content Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Games(Owjj Andishan Pasargad, 2020) Milla, Asli Cazorla; Mataruna-Dos-Santos, Leonardo Jose; Helú, Hussein MuñozBackground. This paper investigates the pillars of content strategy and fan engagement in social networks during 2018 PyeongChang Winter Olympics and Paralympics. Objectives. The purpose of this paper is to seek reasons behind the differences in fan engagement in social media channels of PyeongChang Winter Olympics and Paralympics. Methods. Facebook and YouTube channels are used to analyze engagement and growth. Subsequent effects of fans engagement with different social media content have also been analyzed in the study. Data were collected using the Social Bakers Suite platform for the period of fifteen days of the Winter Paralympics. For the purpose of analysis 3 platforms have been used for 25 different analysis. From 25, the most significant analysis was presented in the findings. Content and sentiment analysis is used as a main research methodology. Results. The findings of this paper showed that the fans are more engaged with the contents of the Paralympic channel even though the number of followers were almost as half as the Olympics channel. The contents that were generated through marketers/organizer did not perform as well as user/fan generated content. Conclusion. This study will add to the body of academic practitioner research on social media content creation and will provide an opening for marketers to leverage social media networks for marketing communications. This cross-channel study of the Olympics and Paralympic channels found positive effects on content consumption and in the promotion of fan engagement. © 2020Item Digital Communication in Sport Sector: A Brief Analysis of the Pandemic Crisis Period(Canadian Center of Science and Education, 2023) Milla, Asli Cazorla; Machado, Monica; Mataruna-Dos-Santos, Leonardo JoseThe COVID-19 pandemic changed the general behaviour of the society regarding leisure and entrainment in social media. The pandemic had huge impact in the world of marketing and communications. Starting from the social distance to the lockdown period, the society converted their actions to access and consume content from the different social media channels. Some marketing practitioners argue that making money is critical right now whereas others strongly believe the opposite. The strength of digital and social media communication in times of crisis has been proven in the past and it has been proven during this pandemic as well. During this pandemic we have witnessed similar communication practices that are adapted by the global companies. It became evident that brands must make tough choices affecting customers and develop the right message through right channel while ensuring the honesty and trust in their campaigns. With the uncertainty of next quarter or even next months, brands have had to adjust their marketing budget drastically. Whatever they have planned in the beginning of 2020 was no longer applicable and it leads to quick and sweet adoption of new realities in their communication strategies. Being transparent, supporting local communities and overall focusing on brand awareness rather than product push have been the common practices amongst brands. In addition to successful communication practices, we have also witnessed common pitfalls such as brands communicating the same message without giving any solutions to their customers when it comes to products or services adoption. This research aim to analyze the digital communication strategies adopted in crisis during pandemic period. Copyright for this article is retained by the author(s), with first publication rights granted to the journal.Item Digitalization of Olympism and peace from the Portuguese language Olympic committees’ perspective = Digitalização do Olimpismo e paz na perspectiva dos comitês olímpicos de língua Portuguesa(Olympism and Peace = Olimpismo e Paz, 2021) Guimarães-Mataruna, Andressa Fontes; Milla, Asli Cazorla; Mataruna-Dos-Santos, Leonardo JoseThis present chapter presents an investigative study about the promotion of Olympism and peace ideals. The publications on the Portuguese Language Olympic Committees’ profiles on Instagram were observed from January 1, 2019 to July 1, 2020. The study considered the social, economical, and peace indexes as promoted by the United Nations and the Olympism ideals as described in the Olympic Chart to refer to discussions related to the content published on that social medium. It concludes that the Olympic Committees from the Portuguese Language countries should raise the number of publications and deepen the discussions to encourage the promotion of peace using sports and Olympism as a means for social intervention and Olympic Education.Item From the desert to the city: how is Dubai branding itself through sustainable sport events?(2021) Swart, Kamilla; Milla, Asli Cazorla; Mataruna-Dos-Santos, Leonardo JosePurpose: The purpose of this paper is to provide an overview of how the city of Dubai branded itself as a major event holder for sustainable sporting events in the Gulf Region. Design/methodology/approach: The paper uses both academic and trade literature as well as key informant interviews to demonstrate how Dubai can sustain its position as a choice for sustainable sporting events. The study evaluates the use of a portfolio of major sport events for place event marketing of Dubai. Both primary and secondary data were used. The secondary data was collected from a range of event reports, media and journal articles. The primary data featured a qualitative design of key informant interviews with sport, tourism and event stakeholders in Dubai. Findings: Dubai hosts a wide array of major international sport events, with many of them recurring annually. The key success factors that have positioned Dubai as a globally competitive sport destination are tourism attractiveness, good event management and the diversity of events hosted in the region. However, the sustainability aspects are considered to be a contemporary topic to promote these events and are sometimes neglected from the perspective of event organisation. Some of the challenges experienced in supporting such a wide portfolio of major sport events are examined. Research limitations/implications: Insufficient key informant interviews were a major limitation for the data collection process. The key informant interviews were sent out to more than 30 key stakeholders however it was not possible to get their responses in time for our paper. A second limitation was the lack of first-hand observation on the sporting events’ sustainability practices. This study could be extended in future by incorporating a bigger set of primary data, event observations and a cross comparison between other Gulf Cooperation Council countries. Practical implications: It is recommended that empirical insights on social and commercial aspects of sustainability are sought in future studies. It is also recommended that investigations be conducted with the residents of Dubai concerning their perceptions of sustainability practices of sport events. Social implications: The paper also highlighted the importance of key success factors that have helped to position Dubai as a globally competitive sustainable sport destination as well as some of the challenges experienced in supporting such a wide portfolio of major sport events. Originality/value: This study takes a closer look at the challenges of communication as well as the sustainability of sport events in branding of Dubai. © 2021, Emerald Publishing Limited.Item Success or failure : social media campaign analysis of wethe15 movement at Tokyo 2020 Paralympic Games(Gama Assessoria Empresarial, 2021) Mataruna-Dos-Santos, Leonardo Jose; Guimaraes-Mataruna, Andressa; Milla, Asli Cazorla; Noaman, Samar Billi; Fontinele, Geane; Wanick, VanissaWethe15 is a global campaign launched at the Tokyo 2020 Paralympic Games to improve the diversity and inclusion of 15% of the World’s population who have a disability. The WHO estimates that 1.2 billion people are living with some form of disability (15%), and 2-4% are experiencing severe difficulties in functioning (WHO, 2011). Focusing on increase disability visibility, inclusion, and accessibility, the campaign aims to involve the “international organizations from the world of sport, human rights, policy, communications, business, arts and entertainment” to end discrimination (WETHE15 Website, 2021). Inclusivity is not only about acknowledging the diversity, but also acting as one cohesive society. In order to raise awareness, campaigns like Wethe15 need social media more than ever. Diversity is conceptualized as representing a multitude of individual differences and similarities that exist among people (Wellner, 2000). Disability constitutes a minority group, but with heterogeneous aspects that make up a complex discussion. There are 81 huge differences inside this group, that may affect individuals in the sense of mobility, visually impairment, intellectual disability, hearing impairment, and other categories. In this regard, information is one key element to make society aware of disabilities forms and levels and could help to extinguish prejudice and public misconceptions. News about Wethe15 was published in different media channels, however, the official sources of the campaign are the website and two social media networks: Instagram and Twitter @WeThe15. Precisely since the 2008 Beijing Olympics and Paralympics, social media emerged as a phenomenon as an alternative media for marketing and advertising (Liu, 2016). The present research aims to evaluate the content published on the website and social media of the campaign, using a qualitative content analysis approach to examine: how the campaign Wethe15 was framed and publicised during the Paralympic Games between 21st August and 27th August 2021. We aim to analyze the content on multiple platforms on a timely basis and provide scientific insights on how to reach engagement for this movement in the upcoming years. (C) Gama Assessoria Empresarial, 2021.Item Sustainable Sport Tourism for Better Future: The Emerging Case of the United Arab Emirates(2022-01-01) Mataruna-Dos-Santos, Leonardo Jose; Milla, Asli Cazorla; Abohassan, Dina Ahmed Mohamed Mourad; Khan, Mohammed SayeedSport has been a major player in uniting people and ensuring peace amongst nations. Nowadays, sports have another agenda item on their list: sustainability. The aim of this chapter was to provide an overview of how United Arab Emirates (UAE) can contribute to the United Nations Sustainable Development Goals (SDGs) by promoting sustainability in both event management and execution and provide an insight on the sustainable practices and the challenges of implementing such actions. The study used a systematic literature review as well as event reports to validate the importance of sustainable sport tourism in the country. UAE’s Green Economy initiative is clearly derived from the “Green Lifestyle” and “Green City” aligning together with the Good Health and Well Being (SDG 3), Sustainable Cities and Communities (SDG 11) and Partnerships for the Goals (SDG 17) of the United Nations SDGs. The great efforts by the country leaders in establishing a long-term vision, Dubai 2040 Urban Master Plan and UAE 2071, which aims to invest in the future generations by equipping them with the needed skills and knowledge to position UAE as the best country in the world by the next centennial is a testament to the nation’s sustainability action plan. © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.Item TIFL Games in the Arab world: How the Baby Olympics is used as a pathway for sport promotion and Olympic education?(University of Alicante. Faculty of Education, 2021) Mataruna-Dos-Santos, Leonardo Jose; Khan, Mohammed Sayeed; Al-Shibini, Mohamed Ahmed Haamed Mahmoud Sayed Ahmed Abdelwahab; Al-Katheeri, Sara; Ali, Amna Mohamad; Range, Daniel; Milla, Asli CazorlaIn the Middle East and North African (MENA) region, the Arabic term ‘tifl’ is used to refer to both baby and child. The aim of this research study was to understand the motives of the National Olympic Committees (NOCs) of the MENA region to invest, organise and promote the ‘Tifl Games’, also known as ‘Baby Olympics’. The toddlers compete for the ultimate prize in various sport events which try to embody the core Olympic values of excellence, respect and friendship. The situational analysis methodology based on qualitative data after the digital review of the events was utilised for the study. The NOCs of the MENA region were observed through the official websites, social media channels (YouTube, Facebook, Instagram, LinkedIn, and Twitter), news and digital reports. The results show that the opportunity to develop consumer engagement and future talent identification are the main reasons for the organisation of the events. The existence of misconceptions in the MENA region regarding the practise of sports by toddlers was also highlighted in this study. The lack of elite athletes or high-performance sports programmes opened a new door to promote the message of Olympism for the youth generation. The conclusions alert that it is necessary to avoid the precocious training or competition in early age stages. Unconventional training regimes coupled with the inhumane treatment the young athletes are subjected to shed light on the great lengths some countries are willing to go to claim supremacy in the sporting arena. The ‘Tifl Games’ are an excellent opportunity for sport participation, sport promotion and Olympic education in a region with a deficit of sport for development though care should be taken by the NOCs to protect the human rights, adhere to the child protection policy and avoid exploitation of the young athletes. © Faculty of Education. University of Alicante