Analysing user-generated content in sports events through the lens of the Spain brand

Inés Kuster (), Natalia Vila-Lopez (), Elísabet Mora () and María Isabel P. Riquelme Martínez ()
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Inés Kuster: Universidad de Valencia
Natalia Vila-Lopez: Universidad de Valencia
Elísabet Mora: Universidad de Valencia
María Isabel P. Riquelme Martínez: University of Murcia

Journal of Marketing Analytics, 2025, vol. 13, issue 1, No 6, 69-81

Abstract: Abstract This study explores the UGC of two international sports events related to a country to analyse: (1) the way that two international sports events-related UGC vary across different social media, (2) the types of UGC, and (3) the differences in the social media use in different countries. Using the word Spain and hashtags of XLI Marathon Valencia 2022 and Davis Cup 2022, 16,820 posts were obtained. Using frequencies, χ2 tests, sentiment analysis, and content analysis, results show (1) the prominent use of social media in both events, (2) different profiles between non-professionals and professionals, (3) predominant negative UGC in more professional content, and (4) the sentiment geolocation. Based on these results, it is possible to recommend considering the potential of each social network, analysing the profile of those who are active in the masses and trying to explain and transform those negative comments that can damage not only the image of the event but also of the country where it is held. Additionally, it is essential to underline the importance of rigorous and systematic social media study.

Keywords: User-generated content; Sentiment analysis; Content analysis; International sports marketing; Tennis; Marathon (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41270-023-00286-8

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