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From Track to Digital Platforms: Analyzing Fan Sentiment and Engagement in Formula 1 Teams
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 3.55 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Formula 1 has been focused on increasing fan engagement, recognizing the crucial role that
fans play in the success of teams and the sport as a whole. Understanding fans' opinions, what
they appreciate and criticize, through their mentions on social media, offers important insights
into their feelings and perceptions, specifically about the different teams, revealing how fan
sentiment varies across the Formula 1 grid. This research follows a Design Science Research
methodology to develop an artifact capable of identifying and analyzing high engagement
moments within social media mentions. The artifact (process) is based on a mixed-methods
strategy. Quantitative data from social media metrics were used to measure sentiment levels,
while qualitative analysis helped interpret the contextual factors behind the peak moments
of fan interaction. The research reveals distinct patterns of fan interaction tied to moments
related to Home Races Successes, Teams Joins Announcements, Notable Victories, and
Controversial Moments. As a key outcome, a Design Science-based artifact was developed,
offering a structured way to analyze and respond to fan engagement data. This represents a
contribution by combining data-driven insights with a practical and adaptable in future similar
research.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Sport Fan Engagement Formula 1 Sports Fans Sentiment Analysis Social Media Listening SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure