A content analysis of fans’ tweets: the case of foreign cricketers in Pakistan Super League = Un análisis de contenido de los tweets de los fanáticos: el caso de los jugadores de críquet extranjeros en PSL

Syed Aly Hassan

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Researchers have agreed upon the importance of social media in regard to establishing athlete brands. In this sense, Twitter is a very important example of social media which represents fans’ perspectives about their favorite (or least favorite) athletes and provides solid fan feedback, which can be helpful in the context of image branding for an athlete. The current study has employed a qualitative content analysis of Twitter users during Pakistan Super League (PSL). The tweets were collected during the 2017 edition of PSL. Data containing #HBLPSL and #PSL was collected and tweets with names of foreign athletes were selected from more than 38,000 tweets. Findings from this study suggested that fans’ tweets about athletes could be separated into two major categories: 1) fan related motives and 2) athlete’ related motives. Fan related motives included sharing: information, visuals, predictions and feedback regarding certain athletes. Athlete’ related motives included: athlete performance, style of celebration and athlete comments. Results of the current study have highlighted the motives that persuaded fans to tweet about a certain athlete during the PSL.


Resumen: 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.

Palabras clave

Twitter; athlete brand; cricket; social media; sport marketing; Twitter; marca de atleta; cricket; medios sociales; marketing deportivo


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