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Analysing user-generated content in sports events through the lens of the Spain brand

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Abstract

This study explores the UGC of two international sports events related to a country to analyse: (1) the way that two international sports events-related UGC vary across different social media, (2) the types of UGC, and (3) the differences in the social media use in different countries. Using the word Spain and hashtags of XLI Marathon Valencia 2022 and Davis Cup 2022, 16,820 posts were obtained. Using frequencies, χ2 tests, sentiment analysis, and content analysis, results show (1) the prominent use of social media in both events, (2) different profiles between non-professionals and professionals, (3) predominant negative UGC in more professional content, and (4) the sentiment geolocation. Based on these results, it is possible to recommend considering the potential of each social network, analysing the profile of those who are active in the masses and trying to explain and transform those negative comments that can damage not only the image of the event but also of the country where it is held. Additionally, it is essential to underline the importance of rigorous and systematic social media study.

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Funding

This paper has been financed by Conselleria de Innovación, Universidades, Ciencia y Sociedad Digital (Regional Ministry of Innovation, Universities, Science and the Digital Society)—AICO 2022 CIAICO/2021/062: “El deporte en la construcción de marca país: el turista y el residente”.

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Authors and Affiliations

  1. Department of Marketing, Facultat d’Economia, Universidad de Valencia, Avinguda Tarongers, s/n, 46022, Valencia, Spain

    Inés Kuster & Elísabet Mora

  2. Facultat d’Economia, Universidad de Valencia, Avinguda Tarongers, s/n, 46022, Valencia, Spain

    Natalia Vila-Lopez

  3. Facultad de Economía y Empresa, University of Murcia, Campus de Espinado, 30100, Murcia, Spain

    María Isabel P. Riquelme Martínez

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  1. Inés Kuster
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Correspondence to Inés Kuster.

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Kuster, I., Vila-Lopez, N., Mora, E. et al. Analysing user-generated content in sports events through the lens of the Spain brand. J Market Anal (2024). https://doi.org/10.1057/s41270-023-00286-8

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