Analysis of Tweets About Football: 2013 and 2018 Leagues in Turkey

Selcen Ozturkcan, Nihat Kasap, Altug Tanaltay & Mesut Ozdinc (2019) Analysis of tweets about football: 2013 and 2018 leagues in Turkey, Behaviour & Information Technology, DOI: 10.1080/0144929X.2019.1583284

Posted: 17 Mar 2019

See all articles by Selcen Ozturkcan

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Nihat Kasap

Sabanci University

Altug Tanaltay

Sabanci University

Mesut Ozdinc

Åbo Akademi University; Mimar Sinan FA University

Date Written: February 22, 2019

Abstract

Football has recently developed into a unique sector with complex management and marketing functions, where novel communication technologies are employed. In this paper, we aim to contribute to the numerous fields involving emerging European sports marketing literature, social media analytics, and digital consumer behavior. Our purpose is to explore Twitter use related with football by analyzing real-time streamed data in offering a longitudinal perspective by focusing on 2013 and 2018 leagues in Turkey via the use of social media analytics framework. Retrieved dataset involved randomly selected publicly available 370 thousand and 6.8 million real-time tweets in 2013 and 2018 leagues, respectively. We report that majority of tweets about the football was posted within the three-hour window before the match independent of the match result and the importance of the result. Moreover, pre-match tweeting volume was almost a crystal ball signalling match winning. Our findings are valuable for sports managers and marketers where some key suggestions provided are to involve particular contexts of winning or losing in their after-match marketing plans, to value weekdays as much as the weekends, and to utilize the after-work prime time of social media engagement.

Suggested Citation

Ozturkcan, Selcen and Kasap, Nihat and Tanaltay, Altug and Ozdinc, Mesut, Analysis of Tweets About Football: 2013 and 2018 Leagues in Turkey (February 22, 2019). Selcen Ozturkcan, Nihat Kasap, Altug Tanaltay & Mesut Ozdinc (2019) Analysis of tweets about football: 2013 and 2018 leagues in Turkey, Behaviour & Information Technology, DOI: 10.1080/0144929X.2019.1583284. Available at SSRN: https://ssrn.com/abstract=3341472

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

Nihat Kasap

Sabanci University ( email )

Orta Mahalle Üniversite Caddesi 27
Istanbul, Orhanli, 34956 Tuzla 34956
Turkey

Altug Tanaltay

Sabanci University ( email )

School of Management
Orhanli Tuzla
İstanbul, 34956
Turkey

Mesut Ozdinc

Åbo Akademi University ( email )

Piispankatu 16
Abo, Turku FIN-20500
Finland

Mimar Sinan FA University

Istanbul
Turkey

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