Who’s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020

Vishal Mehra; Prabhsimran Singh; Yogesh K. Dwivedi; Gurpreet Singh; Ravinder Singh Sawhney

doi:10.1007/978-3-031-15342-6_30

Who’s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020

Vishal Mehra
, Prabhsimran Singh^*
, Yogesh K. Dwivedi
, Gurpreet Singh
, Ravinder Singh Sawhney

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

4 Scopus citations

Abstract

Post COVID-19 pandemic, sports events and sports activities have been severely affected. The mega sports events were either postponed or held in the absence of live audience. Through this study we investigate the progressive use of social media by fans and other stakeholders to express their support to favorite sports teams, athletes, coaches, sports organizations, sponsors and more during COVID-19. UEFA Euro 2020 was conducted across 12 countries with an intent to show unity and bring normalcy in sports business during the third wave of COVID-19. Hashtag analysis and mention analysis have been performed to find sports teams, athletes or other stakeholders that were directly being discussed about by the fans. We also focused on tweet context annotations that provide entities as pairs of domain and entity collected from tweets’ text. Our results indicated that hashtags and mentions alone cannot substantially justify the popularity of any entity. Thus, from the point of view of identifying any athlete, team, organization or any sponsor as a brand, tweet context annotations can be valuable from the perspective of E-Branding, E-Marketing and E-Commerce.

Original language	English
Title of host publication	The Role of Digital Technologies in Shaping the Post-Pandemic World - 21st IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2022, Proceedings
Editors	Savvas Papagiannidis, Eleftherios Alamanos, Suraksha Gupta, Yogesh K. Dwivedi, Yogesh K. Dwivedi, Matti Mäntymäki, Ilias O. Pappas, Ilias O. Pappas
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	391-402
Number of pages	12
ISBN (Print)	9783031153419
DOIs	https://doi.org/10.1007/978-3-031-15342-6_30
State	Published - 2022
Externally published	Yes
Event	21st IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2022 - Newcastle upon Tyne, United Kingdom Duration: 13 Sep 2022 → 14 Sep 2022

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	13454 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	21st IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2022
Country/Territory	United Kingdom
City	Newcastle upon Tyne
Period	13/09/22 → 14/09/22

Bibliographical note

Publisher Copyright:
© 2022, IFIP International Federation for Information Processing.

Keywords

COVID-19
Digital media
Euro 2020
Social media
Sport branding
Sport management
Twitter

ASJC Scopus subject areas

Theoretical Computer Science
General Computer Science

Access to Document

10.1007/978-3-031-15342-6_30

Cite this

Mehra, V., Singh, P., Dwivedi, Y. K., Singh, G., & Sawhney, R. S. (2022). Who’s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020. In S. Papagiannidis, E. Alamanos, S. Gupta, Y. K. Dwivedi, Y. K. Dwivedi, M. Mäntymäki, I. O. Pappas, & I. O. Pappas (Eds.), The Role of Digital Technologies in Shaping the Post-Pandemic World - 21st IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2022, Proceedings (pp. 391-402). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 13454 LNCS). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-15342-6_30

Mehra, Vishal ; Singh, Prabhsimran ; Dwivedi, Yogesh K. et al. / Who’s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020. The Role of Digital Technologies in Shaping the Post-Pandemic World - 21st IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2022, Proceedings. editor / Savvas Papagiannidis ; Eleftherios Alamanos ; Suraksha Gupta ; Yogesh K. Dwivedi ; Yogesh K. Dwivedi ; Matti Mäntymäki ; Ilias O. Pappas ; Ilias O. Pappas. Springer Science and Business Media Deutschland GmbH, 2022. pp. 391-402 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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title = "Who{\textquoteright}s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020",

abstract = "Post COVID-19 pandemic, sports events and sports activities have been severely affected. The mega sports events were either postponed or held in the absence of live audience. Through this study we investigate the progressive use of social media by fans and other stakeholders to express their support to favorite sports teams, athletes, coaches, sports organizations, sponsors and more during COVID-19. UEFA Euro 2020 was conducted across 12 countries with an intent to show unity and bring normalcy in sports business during the third wave of COVID-19. Hashtag analysis and mention analysis have been performed to find sports teams, athletes or other stakeholders that were directly being discussed about by the fans. We also focused on tweet context annotations that provide entities as pairs of domain and entity collected from tweets{\textquoteright} text. Our results indicated that hashtags and mentions alone cannot substantially justify the popularity of any entity. Thus, from the point of view of identifying any athlete, team, organization or any sponsor as a brand, tweet context annotations can be valuable from the perspective of E-Branding, E-Marketing and E-Commerce.",

keywords = "COVID-19, Digital media, Euro 2020, Social media, Sport branding, Sport management, Twitter",

author = "Vishal Mehra and Prabhsimran Singh and Dwivedi, \{Yogesh K.\} and Gurpreet Singh and Sawhney, \{Ravinder Singh\}",

note = "Publisher Copyright: {\textcopyright} 2022, IFIP International Federation for Information Processing.; 21st IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2022 ; Conference date: 13-09-2022 Through 14-09-2022",

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publisher = "Springer Science and Business Media Deutschland GmbH",

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editor = "Savvas Papagiannidis and Eleftherios Alamanos and Suraksha Gupta and Dwivedi, \{Yogesh K.\} and Dwivedi, \{Yogesh K.\} and Matti M{\"a}ntym{\"a}ki and Pappas, \{Ilias O.\} and Pappas, \{Ilias O.\}",

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Mehra, V, Singh, P, Dwivedi, YK, Singh, G & Sawhney, RS 2022, Who’s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020. in S Papagiannidis, E Alamanos, S Gupta, YK Dwivedi, YK Dwivedi, M Mäntymäki, IO Pappas & IO Pappas (eds), The Role of Digital Technologies in Shaping the Post-Pandemic World - 21st IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2022, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 13454 LNCS, Springer Science and Business Media Deutschland GmbH, pp. 391-402, 21st IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2022, Newcastle upon Tyne, United Kingdom, 13/09/22. https://doi.org/10.1007/978-3-031-15342-6_30

Who’s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020. / Mehra, Vishal; Singh, Prabhsimran; Dwivedi, Yogesh K. et al.
The Role of Digital Technologies in Shaping the Post-Pandemic World - 21st IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2022, Proceedings. ed. / Savvas Papagiannidis; Eleftherios Alamanos; Suraksha Gupta; Yogesh K. Dwivedi; Yogesh K. Dwivedi; Matti Mäntymäki; Ilias O. Pappas; Ilias O. Pappas. Springer Science and Business Media Deutschland GmbH, 2022. p. 391-402 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 13454 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Who’s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020

AU - Mehra, Vishal

AU - Singh, Prabhsimran

AU - Dwivedi, Yogesh K.

AU - Singh, Gurpreet

AU - Sawhney, Ravinder Singh

PY - 2022

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AB - Post COVID-19 pandemic, sports events and sports activities have been severely affected. The mega sports events were either postponed or held in the absence of live audience. Through this study we investigate the progressive use of social media by fans and other stakeholders to express their support to favorite sports teams, athletes, coaches, sports organizations, sponsors and more during COVID-19. UEFA Euro 2020 was conducted across 12 countries with an intent to show unity and bring normalcy in sports business during the third wave of COVID-19. Hashtag analysis and mention analysis have been performed to find sports teams, athletes or other stakeholders that were directly being discussed about by the fans. We also focused on tweet context annotations that provide entities as pairs of domain and entity collected from tweets’ text. Our results indicated that hashtags and mentions alone cannot substantially justify the popularity of any entity. Thus, from the point of view of identifying any athlete, team, organization or any sponsor as a brand, tweet context annotations can be valuable from the perspective of E-Branding, E-Marketing and E-Commerce.

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KW - Sport branding

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Mehra V, Singh P, Dwivedi YK, Singh G, Sawhney RS. Who’s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020. In Papagiannidis S, Alamanos E, Gupta S, Dwivedi YK, Dwivedi YK, Mäntymäki M, Pappas IO, Pappas IO, editors, The Role of Digital Technologies in Shaping the Post-Pandemic World - 21st IFIP WG 6.11 Conference on e-Business, e-Services and e-Society, I3E 2022, Proceedings. Springer Science and Business Media Deutschland GmbH. 2022. p. 391-402. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-031-15342-6_30

Who’s the Bigger Brand After COVID-19 Pandemic? An Assessment of Fan Engagement During Euro 2020

Abstract

Publication series

Conference

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

Fingerprint

Cite this