|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|
This item is protected by original copyright
Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.
If you believe that any material held in STORRE infringes copyright, please contact email@example.com providing details and we will remove the Work from public display in STORRE and investigate your claim.