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Appears in Collections:Faculty of Health Sciences and Sport Conference Papers and Proceedings
Authors: Belot, Matthew
Winand, Mathieu
Kolyperas, Dimitrios
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Title: How do International Sport Federations Communicate Through Social Media: A content Analysis of FIFA's Twitter Communications
Citation: Belot M, Winand M & Kolyperas D (2016) How do International Sport Federations Communicate Through Social Media: A content Analysis of FIFA's Twitter Communications. Presented at EURAM 2016: Manageable Cooperation?, 1.6.2016 - 4.6.2016, Paris. Available at:
Issue Date: Jun-2016
Conference Name: EURAM 2016: Manageable Cooperation?
Conference Dates: 2016-06-01T00:00:00Z
Conference Location: Paris
Abstract: Purpose: The purpose of this study is to analyse the way in which Twitter is used by International sport federations to interact and engage with its followers.  Methodology: A content analysis using Nvivo qualitative data analysis software was conducted of 5,389 online messages tweeted by FIFA on Twitter between August 2014 to January 2015. Findings: The results suggest that FIFA does not use Twitter to its full potential by mainly sharing one-way information rather than engaging to a greater level with its followers.  Implications: The research highlights the importance of the effective use of Twitter as a potential powerful communication tool for International sport federations. Communicating about social development and engaging followers could potentially increase International sport federations' reputation and build trust amongst followers and stakeholders.
Type: Other
Status: Author Version
Rights: Author retains copyright. Proper attribution of authorship and correct citation details should be given.
Affiliation: School of Sport
Marketing and Retail Division

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