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Internet users’ perception about the impact of the pandemic on sports sponsorship

La perception des internautes face à l'impact de la pandémie sur le mécénat sportif

Pierre Genest and Léo Trespeuch ()
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Pierre Genest: UQTR - Université du Québec à Trois-Rivières
Léo Trespeuch: UQTR - Université du Québec à Trois-Rivières

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Abstract: Internet users' perception of the impact of the pandemic on sports sponsorship is topical, since the sports sector was one of the first sectors affected by Covid-19. Companies also seem to be changing the way they communicate. By analyzing 400 comments on various social media (Facebook and Twitter), this research has shown that the pandemic is positively affecting the comments of Internet users linked to the publications of partner companies. Like Demirel and Erdogmus (2016), our results tend to show that supporters offer rather positive comments regarding the players they follow. Indeed, the comments are empathetic towards the athletes who have been affected by Covid-19. In addition, other athletes benefit from a majority of positive comments to support them during this crisis. This observation allows us to highlight a reduction in the negativity of the pandemic for companies that have established and maintained their partnership with athletes.

Keywords: Sponsors; sponsorship; Covid-19; pandemic; internet users; Parrainage; mécénat; pandémie; internautes (search for similar items in EconPapers)
Date: 2022
New Economics Papers: this item is included in nep-des, nep-pay and nep-spo
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