|Appears in Collections:||Faculty of Health Sciences and Sport Conference Papers and Proceedings|
|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.|
|Conference Name:||EURAM 2016: Manageable Cooperation?|
|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.|
|Rights:||Author retains copyright. Proper attribution of authorship and correct citation details should be given.|
|EURAM Paper FIFA social media communication.pdf||259.15 kB||Adobe PDF||View/Open|
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