A carregar...
Publicação
Measurement and improvement of a football ecosystem via social media monitoring and audience engagement: a data analysis approach
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.88 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This study aims to enhance the social media performance of UEFA’s 55 national football
associations by analysing TikTok data to identify patterns in audience engagement, evaluate
the effectiveness of content types, and assess the influence of tournament phases on digital
interactions. By integrating quantitative analysis of TikTok data with detailed content
categorization and qualitative insights drawn from strategies employed across various social
media platforms (TikTok, Instagram, and YouTube), this research provides actionable
recommendations to optimize digital presence, foster deeper fan connections, and support the
sustainable growth of football ecosystems.
Descrição
Palavras-chave
Social media Football ecosystem Data visualization Engagement Data visualization Engagement UEFA National associations Sports management Business and Data Analytics