Why Zlatan Ibrahimović is Bigger Than Manchester United: Investigating Digital Traces in Co-branding Processes on Social Media Platforms

In: Proceedings of the 52nd Hawaii International Conference on System Sciences (pp. 2729-2738), ISBN: 978-0-9981331-2-6

11 Pages Posted: 12 Feb 2019

See all articles by Vasili Mankevich

Vasili Mankevich

University of Umea

Jonny Holmström

University of Umea

Ian P. McCarthy

Simon Fraser University (SFU) - Beedie School of Business

Date Written: January 1, 2019

Abstract

The purpose of this study is to examine the co-branding activity on social media platforms, particularly in regard to company-employee relationship. We conducted a case study of co-branding on Instagram involving the soccer club Manchester United and the soccer player Zlatan Ibrahimović. We performed sentiment and emotional tone analysis, assessed intersection of the audience and illustrated non-verbal communication used by social media users. We demonstrated how the soccer club failed to capitalize on co-branding activity as measured through consolidating the audience, generating consistent emotional response, and creating a coherent message. This paper contributes to social media management research by illustrating the difficulties associated with co-branding between personal and corporate brands as well asynchronous communication. Further, our use of digital traces and computational analysis illustrates how access to social media can illuminate research activities and provide insight about online communication.

Keywords: Zlatan Ibrahimović, Manchester United, social media, co-branding, sports marketing, text analysis, emoticon analysis, instagram, sentiment analysis, emotional analysis

JEL Classification: M

Suggested Citation

Mankevich, Vasili and Holmström, Jonny and McCarthy, Ian P., Why Zlatan Ibrahimović is Bigger Than Manchester United: Investigating Digital Traces in Co-branding Processes on Social Media Platforms (January 1, 2019). In: Proceedings of the 52nd Hawaii International Conference on System Sciences (pp. 2729-2738), ISBN: 978-0-9981331-2-6, Available at SSRN: https://ssrn.com/abstract=3327369

Vasili Mankevich (Contact Author)

University of Umea ( email )

Samhallsvetarhuset, Plan 2
Umea University
Umeå, SE 901 87
Sweden

Jonny Holmström

University of Umea ( email )

Ian P. McCarthy

Simon Fraser University (SFU) - Beedie School of Business ( email )

8888 University Drive
Burnaby, British Columbia V5A 1S6
Canada

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