Un análisis de contenido de los tweets de los fanáticos: el caso de los jugadores de críquet extranjeros en PSL
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Los investigadores han estado de acuerdo en la importancia de las redes sociales en la búsqueda de establecer marcas de atletas. En este sentido, Twitter es un tipo muy importante de medios de comunicación social que representa las perspectivas de los aficionados sobre sus atletas favoritos (o no) y proporciona información sólida de los aficionados, que puede ser útil en el contexto de la imagen de marca para un atleta. El presente estudio utiliza un análisis cualitativo del contenido de los usuarios de Twitter durante el PSL. Las colecciones de tweets comenzaron el primer día del PSL 2017 (9 de febrero de 2017) y concluyeron el último día del estudio (5 de marzo de 2017). Se recopilaron datos que contenían #HBLPSL y #PSL y se seleccionaron tweets con nombres de atletas extranjeros de entre más de 38. 000 tweets. Los resultados de este estudio sugirieron que los tweets de los aficionados sobre los atletas, podrían separarse en dos categorías principales: 1) motivos relacionados con los aficionados, y 2) motivos relacionados con los atletas. Los motivos relacionados con los aficionados eran compartir información, imágenes, predicciones y comentarios sobre ciertos atletas. Los motivos relacionados con los atletas fueron el rendimiento de los atletas, el estilo de celebración de los atletas y los comentarios de los atletas. Los resultados del estudio actual han resaltado los motivos que persuadieron a los aficionados a utilizer twittear sobre un determinado atleta durante la PSL.
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