Rita, Paulo Miguel Rasquinho FerreiraRamos, Ricardo Filipe CarreiraReis, Francisco Maria Oliveira Zenha Pereira2025-02-142025-02-142025-02-11http://hdl.handle.net/10362/179013Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsSports 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.engSport mega-eventscontroversiescrisis managementorganizing entity imagehost country imageevent imageSDG 16 - Peace, justice and strong institutionsmaster thesis203921720