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Publicação
Sports Mega-Events Controversies’ Impact on the Main Triad’s Image: Crisis-Management Moderator Effect
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Resumo(s)
Sports mega-events face crises that capture significant media attention, demanding actions
to protect their reputation. This study aims to acknowledge how crisis management
moderates the sports mega-events' controversies on the events’ main triad (host country,
organization entity, and event) image. A total of 7,588 online comments were collected from
YouTube to acknowledge the user perceptions and reactions to the crisis management press
conference before the 2022 Qatar World Cup kick-off. Data were analysed using text mining
and PLS-SEM. Results suggest that controversies unrelated to the event’s performance do not
negatively impact its image, while crisis management positively moderates the impact of
controversies on the host country's image. This study provides valuable insights for crisis
managers, emphasizing the need to prioritize strategies to mitigate the impact of
controversies on the organizing entity and host country, underscoring the importance of
tailoring crisis management approaches for each stakeholder.
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 mega-events controversies crisis management organizing entity image host country image event image SDG 16 - Peace, justice and strong institutions