 Spectators’ emotional responses in tweets during the Super Bowl 50 gameYonghwan Chang Sport Management Review, 2019, vol. 22, issue 3, 348-362 Abstract: The author explored spectators’ emotional reactions manifested on social media. By using Twitter search application programming interface, 328,000 real-time tweets posted by fans of the Panthers and the Broncos during the Super Bowl 50 game were collected. The lexicon-based text mining approach (a big data analysis in social media analytics) was employed to classify tweets into five different emotions. The findings indicated that spectators expressed positive emotions when their team scored; conversely, they expressed negative emotions when the opposite team scored. Interestingly, spectators became habituated with each subsequent score from either of their preferred teams, which resulted in fewer expressions of emotions. However, when a team scored soon after the opposite team scored, fans expressed a surge of positive or negative emotions, accordingly. The results supported both the theories of affective disposition and opponent-process. Spectators’ simultaneous experience of positive and negative emotions may contribute to fans’ satisfaction, continued patronage, and mental health. Keywords: Emotions; Big data; Automated text analysis; Social media; Spectator sports (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:spomar:v:22:y:2019:i:3:p:348-362 Ordering information: This journal article can be ordered from DOI: 10.1016/j.smr.2018.04.008 Access Statistics for this article Sport Management Review is currently edited by Tracy Taylor More articles in Sport Management Review from Elsevier |
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