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Michael L. Naraine and Milena M. Parent

The purpose of this study was to examine sport organizations’ social-media activity using an institutional approach, specifically, to investigate the main themes emanating from Canadian national sport organizations’ (CNSOs) social-media communication and the similarities and differences in social-media use between the CNSOs. An exploratory qualitative thematic analysis was conducted on 8 CNSOs’ Twitter accounts ranging from 346 to 23,925 followers, with the number of tweets varying from 219 to 17,186. Thematic analysis indicated that CNSOs generally used tweeting for promoting, reporting, and informing purposes. Despite the organizations’ differing characteristics regarding seasonality of the sport, Twitter-follower count, total number of tweets, and whether the content was original or retweeted, themes were generally consistent across the various organizations. Coercive, mimetic, and normative isomorphic pressures help explain these similarities and offer reasons for a lack of followership growth by the less salient CNSOs. Implications for research and practice are provided.

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Emily Stadder and Michael L. Naraine

American counterpart; the other five have parent companies stationed in the United Kingdom. Procedure Using NCapture, tweets and related Twitter-use statistics were gathered from the Twitter accounts of the six SGOs (i.e., @bet365_aus, @BetEasy, @Betfair_aus, @ladbrokescomau, @PointsBet_AU, and

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Orland Hoeber, Ryan Snelgrove, Larena Hoeber and Laura Wood

for analysis. Software such as NCapture 2 can make the extraction of tweets easier but limits the number of historical tweets that can be obtained. As the goal in this methodology is to collect a very large dataset, which can be further explored in later stages, the data collection step is nontrivial

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Mathieu Winand, Matthew Belot, Sebastian Merten and Dimitrios Kolyperas

through the sport of football. Tweets where collected over 5 months to provide a large selection of tweets and help develop a better representation of FIFA’s social media use ( Meng et al., 2015 ). A total of 5,389 tweets posted on both accounts were collected through the add-on NCapture and imported into