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Content Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Games

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dc.contributor.author Milla, Asli Cazorla
dc.contributor.author Mataruna-Dos-Santos, Leonardo Jose
dc.contributor.author Helú, Hussein Muñoz
dc.date.accessioned 2021-02-07T14:57:52Z
dc.date.available 2021-02-07T14:57:52Z
dc.date.copyright © 2020
dc.date.issued 2020
dc.identifier.citation Cazorla Milla, A., Mataruna-Dos-Santos, L. J., & Muñoz Helú, H. (2020). Content Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Games. Annals of Applied Sport Science, 8(S1), e905. https://doi.org/10.29252/aassjournal.905 en_US
dc.identifier.issn 2476–4981
dc.identifier.uri https://doi.org/10.29252/aassjournal.905
dc.identifier.uri http://hdl.handle.net/20.500.12519/330
dc.description This article is not available at CUD collection. The version of scholarly record of this article is published in Annals of Applied Sport Science (2020), available online at: https://doi.org/10.29252/aassjournal.905 en_US
dc.description.abstract Background. 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. © 2020 en_US
dc.language.iso en en_US
dc.publisher Owjj Andishan Pasargad en_US
dc.relation Authors Affiliations : Milla, A.C., College of Business Administration, American University in the Emirates, Dubai, United Arab Emirates; Mataruna-Dos-Santos, L.J., Canadian University of Dubai, Faculty of Management, Department of Sport Management, United Arab Emirates; Helú, H.M., Department of Economic-Administrative Sciences, Universidad Autónoma de Occidente, Culiacan, Mexico
dc.relation.ispartofseries Annals of Applied Sport Science;Volume 8, Autumn Supplementary
dc.rights Creative Commons Attribution-NonCommercial 3.0 Unported License
dc.rights.uri https://creativecommons.org/licenses/by-nc/3.0/
dc.subject Consumer Engagement en_US
dc.subject Content Strategy en_US
dc.subject Sports Marketing en_US
dc.subject Paralympic Games en_US
dc.subject Olympic Games en_US
dc.subject PyeongChang en_US
dc.title Content Strategy and Fan Engagement in Social Media The Case of PyeongChang Winter Olympic And Paralympic Games en_US
dc.type Article en_US


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