Document Type : Research Paper
Authors
1 Ph.D. in Sport Management, Faculty of humanities, Tarbiat Modares University, Tehran
2 Assistant Prof. in Department of Sport Science, Faculty of Humanities, Tarbiat Modares University, Tehran
3 Assistant Prof. in Department of Computer, Faculty of Statistic, Mathematic & Computer, Allame Tabataba’i University, Tehran
Abstract
With the advent of social media, social networks have also emerged as one of the most unexplored management topics. Social networks play an essential role in promoting & circulating information in major sporting events. Concerning this, the purpose of this study is to investigate & compare how to promote the Rio 2016 & Tokyo 2020 Olympic Games on social media. The social network analysis approach was used to examine the Games Promotion Network, for which all the tweets of the official page of the two Olympics were extracted from Twitter. Two thousand two hundred fifty-six tweets were obtained from the official page of the Rio Olympics & 3287 tweets from the official page of the Tokyo Olympics, which finally included 436 tweets from the Rio & 905 tweets from Tokyo. Findings showed that athletes were more numerous in both Olympics than other stakeholders regarding the number of actors in the network. At the same time, the communication weight of international sports organizations has been greater than that of other stakeholders. The present study showed that it is impossible to promote a sporting event on social media without employing multiple stakeholders. However, depending on the purpose of the
Keywords
- Abeza, G., O’Reilly, N., S eguin, B., & Nzindukiyimana, O. (2015). Social media scholarship in sport management research: A critical review. Journal of Sport Management, 29(6), 601–618.
- Arnaboldi, V., Passarella, A., Conti, M. & Dunbar, R.I.M. (2015) Online Social Networks: Human Cognitive Constraints in Facebook & Twitter Personal Graphs, Elsevier, Waltham, MA.
- Bagheri, M., Elahi, A., & Akbari Yazdi, H. (2021). Determining The Effect of Sports Celebrity’s Brand Image on Loyalty & Purchase Intention of Customers (Case Study: Iranian Olympic Champion Hassan Yazdani). Communication Management in Sports Media. 8(2), 49-60.
- Blaszka, M., Frederick, E.L., Newman, T.J. & Pegoraro, A. (2016) ‘Was dissent being displayed during the Sochi Olympics? Examining the #Sochi2014 hashtag for dissent’, Global Sport Business Journal, 4(1),1–13.
- Borgatti, S.P., Everett, M.G., & Johnson, J.C. (2018). Analyzing social networks. Sage.
- Boykoff, J., & Gaffney, C. (2020). The Tokyo 2020 Games & the end of Olympic history.
- Chatterjee, P. (2011) ‘Drivers of new product recommending & referral behaviour on social network sites’, International Journal of Advertising, 30(1), 77–101.
- Cornelissen, J. (2014) Corporate Communication: A Guide to Theory & Practice, 4th ed., Sage, Thousand Oaks, CA.
- Dobbels, L., Voets, J., Marlier, M., De Waegeneer, E., & Willem, A. (2018). Why network structure & coordination matter: A social network analysis of sport for disadvantaged people. International Review for the Sociology of Sport, 53(5), 572-593.
- Eimicke, W. B., & Buffett, H. W. (2018). The Cautionary Case: The Risks of Large-Scale Partnerships & the Rio Olympics. In Social Value Investing (pp. 285-302). Columbia University Press.
- Frederick, E., Burch, L.M. & Blaszka, M. (2015) ‘A shift in set: examining the presence of agenda setting on Twitter during the 2012 London Olympics’, Communication & Sport, Vol. 3, No. 3, pp.312–333.
- Frederick, E., Pegoraro, A. & Burch, L. (2016) ‘Echo or organic: framing the 2014 Sochi Games’, Online Information Review, Vol. 40, No. 6, pp.798–813.
- Geeraert, A. Scheerder, J., & Bruyninckx, H. (2013). The governance network of European football: introducing new governance approaches to steer football at the EU level. International journal of sport policy & politics, 5(1), 113-132.
- Geurin, A.N. & Gee, S. (2014) ‘Alcohol, sponsorship & new media activation: an investigation of Molson Canadian & the 2014 Olympic Games’, International Journal of Sport Management & Marketing, Vol. 15, Nos. 5–6, pp.322–339.
- Guzmán, E. M., Zhang, Z., & Ahmed, W. (2021). Towards understanding a football club’s social media network: an exploratory case study of Manchester United. Information Discovery & Delivery.
- Hambrick, M. E. (2012). Six degrees of information: Using social network analysis to explore the spread of information within sport social networks. International Journal of Sport Communication, 5(1), 16-34.
- Hambrick, M. E. (2019). Social network analysis in sport research. Cambridge Scholars Publishing.
- Hambrick, M.E. (2013) ‘Using social network analysis in sport communication research’, in Pedersen, P.M. (Ed.): Routledge Handbook of Sport Communication, pp.279–288, Routledge, New York.
- Hong, L., Convertino, G. & Chi, E.H. (2011) ‘Language matters in Twitter: a large scale study’, Proceedings of the 5th International AAAI Conference on Weblogs & Social Media, 518–521.
- Ishikawa H, Shimogawara R. (2019). Risk assessment of dengue autochthonous infections in Tokyo during summer, especially in the period of the 2020 olympic games. Jpn J Infect Dis. 72, 399–406
- Jimura, T. (2020). Changing Faces of Tokyo: Regeneration, Tourism & Tokyo 2020. In Tourism, Cultural Heritage & Urban Regeneration (pp. 141-155). Springer, Cham.
- Li, M., Wang, X., Gao, K., Zhang, S. (2017). A Survey on Information Diffusion in Online Social Networks: Models & Methods. Information. 8(4), 118.
- MacLean, J., Cousens, L., & Barnes, M. (2011). Look who’s linked with whom: A case study of one community basketball network. Journal of Sport Management, 25(6), 562-575.
- Mahmoudian, A., Sadeghi Boruojerdi, S., Ghasemi Siani, M., & Faqe Mahmood, A.I. (2021). Moderating Role of Using Instagram in Relationship between Involvement with the Team, Attachment & Fan Loyalty (Case Study: Persepolis football team). Communication Management in Sports Media. 8(2), 103-115.
- Middleton, M. J., & Midgley, C. (1997). “Avoiding the demonstration of lack ofability: An under explored aspect of goal theory”. Journal of Educational Psychology, 89(4), 710-718.
- Murthy, D. (2012) ‘Towards a sociological understanding of social media: theorizing Twitter’, Sociology, 46(6), 1059–1073.
- Naraine, M.L., & Parent, M.M. (2016). Illuminating centralized users in the social media ego network of two national sport organizations. Journal of Sport Management, 30(6), 689-701.
- Naraine, M. L., & Parent, M. M. (2017). Examining social media adoption & change to the stakeholder communication paradigm in not-for-profit sport organizations. Journal of amateur sport, 3(2), 55-81.
- Parent, M. M., & Smith-Swan, S. (2013). Managing major sports events: Theory & practice. London, UK: Routledge.
- Rojek, C. (2013), Event Power: How Global Events Manage & Manipulate, Sage, London.
- Sadri, A., Hasan, S., Ukkusuri, S. & Suarez, J. (2018). Analysis of social interaction network properties & growth on Twitter. Social Network Analysis & Mining, 8, 56-69
- Sanderson, J. (2011). To tweet or not to tweet: Exploring division I athletic departments’ social media policies. International Journal of Sport Communication, 4, 492–513.
- Scott Erickson, G., & J. Kushner, R. (1999). Public event networks: an application of marketing theory to sporting events. European Journal of Marketing, 33(3/4), 348-365.
- Scott, J. G. (2017). Social network analysis, 4 edition. New York, NY: Sage.
- Scott, J.(2013). Social networkanalysis (3rd ed.).ThousandOaks,CA:Sage.
- Tjandra, N.C., Rihova, I., Snell, S., Den Hertog, C.S., & Theodoraki, E. (2020). Mega-events brand meaning co creation: the Olympic case. Journal of Product & Brand Management.
- Tjandra, N.C., Ensor, J. & Thomson, J.R. (2019), “Cocreating with intermediaries: understanding their power & interest”, Journal of Business-to-Business Marketing, 26(3/4), 319-339.
- Wakefield, R., & Wakefield, K. (2016). Social media network behavior: A study of user passion & affect. The Journal of Strategic Information Systems, 25(2), 140-156.
- Wäsche, H., Dickson, G., Woll, A., & Brandes, U. (2017). Social network analysis in sport research: an emerging paradigm. European Journal for Sport & Society, 14(2), 138-165.
- Wasserman, S. & Faust, K. (1994) Social Network Analysis: Methods & Applications, Cambridge University Press, New York.
- Witkemper, C., Lim, C.H., & Waldburger, A. (2012). Social media & sports marketing: Examining the motivations & constraints of Twitter users. Sport Marketing Quarterly, 21(3), 170–183.
- Yang, J. & Counts, S. (2010) ‘Predicting the speed, scale, & range of information diffusion in Twitter’, International AAAI Conference Weblogs & Social Media, 20, 355–358.
- Yoon, J., Gang, A. C., & Pedersen, P. M. (2020). Applying network analysis to the social media communication of the Youth Olympic Games & the Olympic Games. International Journal of Sport Management & Marketing, 20(3-4), 249-270.
)