Measurement and improvement of a football ecosystem via social media monitoring and audience engagement: content analysis and best practices

Queiró, FranciscoAlmeida, Henrique Manuel Vecino Vieira de2025-08-142025-08-142025-01-292025-01-29http://hdl.handle.net/10362/186417This 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.engSocial mediaFootball ecosystemData visualizationEngagementUEFANational associationsSports managementBusiness and data analyticsMeasurement and improvement of a football ecosystem via social media monitoring and audience engagement: content analysis and best practicesmaster thesis203960866