A Study on Twitter Sentiment Analysis in TOKYO 2020 OLYMPIC

Senthil Veerasamy and Susobhan Goswami

A chapter in Smart Analytics, Artificial Intelligence and Sustainable Performance Management in a Global Digitalised Economy, 2023, vol. 110B, pp 233-242 from Emerald Group Publishing Limited

Abstract: Purpose:Due to COVID-19, tourism to Tokyo Olympic is totally banned and sports enthusiasts are not allowed to view any sport event. Need of the study:The need of this chapter is to explore Twitter content and analyse its sentiments towards the mega sporting event #Tokyo2020 Olympic. Methodology:This research has adopted the behaviour of players and sport fans to analyse their Twitter messages using netnographic approach. Sample of 7,475 tweets of #Tokyo2020 an official Twitter online Olympic campaign was collected, and these tweets were categorised with frequency analysis, sentiment analysis, and context analysis using NVivo. Findings:Results highlighted that majority of tweets are positive towards Tokyo Olympic even in COVID-19 scenario. Findings of the study showed that Tokyo Olympic had favourable emotions, sporting sprit, positive state of energy, and players’ lifestyles. Practical implications:This research explored the dynamics of engagement practices and can be extended to other fields of study and is useful to sports authorities to strategize their forthcoming sporting events.

Keywords: Tokyo Olympic; sports marketing; electronic word of mouth; Twitter data analysis; sentiments; sports fans (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eme:csefzz:s1569-37592023000110b015

DOI: 10.1108/S1569-37592023000110B015

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