IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v20y2023i2p895-d1024429.html
   My bibliography  Save this article

Social Sensing and Individual Brands in Sports: Lessons Learned from English-Language Reactions on Twitter to Pau Gasol’s Retirement Announcement

Author

Listed:
  • Jairo León-Quismondo

    (Faculty of Sport Sciences, Universidad Europea de Madrid, 28670 Madrid, Spain)

Abstract

Pau Gasol announced his retirement on 5 October 2021. Subsequently, a number of users virtually reacted. Twitter is one of the most popular social media platforms, with more than 368 million active users, generating large-scale social data. This study used data from Twitter for analyzing social sensing related to an individual brand, Pau Gasol’s retirement announcement, from a quantitative and qualitative content analysis perspective. Pau Gasol’s farewell can be considered a unique event to which many people are emotionally attached, providing a great opportunity for understanding sports virtual ecosystems. A total of 2089 tweets in the English language were recovered from Tuesday 5 October 2021 at 3:00 to Thursday 7 October 2021 at 23:59, Greenwich Mean Time +00:00 time zone. During this time, posts were observed to be mainly influential during and right after Pau Gasol’s ceremony. The tweets that created more impact were published by news sources or by sports reporters. Lastly, the themes that emerged showed that the Los Angeles Lakers and the NBA were the two most important milestones in Pau Gasol’s career. The data can be used to detect potential areas of controversy or other issues to be addressed in order to preserve the athlete’s public image. These results are considered of interest for reaching better knowledge of sport virtual environments through social sensing, supporting the idea of users acting as sensors.

Suggested Citation

  • Jairo León-Quismondo, 2023. "Social Sensing and Individual Brands in Sports: Lessons Learned from English-Language Reactions on Twitter to Pau Gasol’s Retirement Announcement," IJERPH, MDPI, vol. 20(2), pages 1-13, January.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:2:p:895-:d:1024429
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/20/2/895/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/20/2/895/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Zhou, Fei & Mou, Jian & Su, Qiulai & Jim Wu, Yen Chun, 2020. "How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Geurin, Andrea N. & Burch, Lauren M., 2017. "User-generated branding via social media: An examination of six running brands," Sport Management Review, Elsevier, vol. 20(3), pages 273-284.
    3. repec:aph:ajpbhl:10.2105/ajph.2016.303512_4 is not listed on IDEAS
    4. Luis-Millán González & José Devís-Devís & Maite Pellicer-Chenoll & Miquel Pans & Alberto Pardo-Ibañez & Xavier García-Massó & Fernanda Peset & Fernanda Garzón-Farinós & Víctor Pérez-Samaniego, 2021. "The Impact of COVID-19 on Sport in Twitter: A Quantitative and Qualitative Content Analysis," IJERPH, MDPI, vol. 18(9), pages 1-20, April.
    5. Andrea N. Geurin & Lauren M. Burch, 2017. "User-generated branding via social media: An examination of six running brands," Sport Management Review, Taylor & Francis Journals, vol. 20(3), pages 273-284, July.
    6. Olzhas Taniyev & Farah Ishaq & Brian Gordon, 2018. "Investigating the Differences in Twitter Content and Effectiveness Between Individual and Team Sport Athletes," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 9(4), pages 89-102, July.
    7. Alexandre Bovet & Hernán A. Makse, 2019. "Influence of fake news in Twitter during the 2016 US presidential election," Nature Communications, Nature, vol. 10(1), pages 1-14, December.
    8. Sinnenberg, L. & Buttenheim, A.M. & Padrez, K. & Mancheno, C. & Ungar, L. & Merchant, R.M., 2017. "Twitter as a tool for health research: A systematic review," American Journal of Public Health, American Public Health Association, vol. 107(1), pages 1-8.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gabrielyan, Gnel & Just, David R., 2022. "The Effect of Logo Visibility on Brand Recognition and Willingness to Pay," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322354, Agricultural and Applied Economics Association.
    2. Qalati, Sikander Ali & Yuan, Li Wen & Khan, Muhammad Aamir Shafique & Anwar, Farooq, 2021. "A mediated model on the adoption of social media and SMEs’ performance in developing countries," Technology in Society, Elsevier, vol. 64(C).
    3. Kumar, Harish & Manoli, Argyro Elisavet & Hodgkinson, Ian R. & Downward, Paul, 2018. "Sport participation: From policy, through facilities, to users’ health, well-being, and social capital," Sport Management Review, Elsevier, vol. 21(5), pages 549-562.
    4. García-Fernández, Jerónimo & Gálvez-Ruíz, Pablo & Fernández-Gavira, Jesús & Vélez-Colón, Luisa & Pitts, Brenda & Bernal-García, Ainara, 2018. "The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers," Sport Management Review, Elsevier, vol. 21(3), pages 250-262.
    5. Sikandar Ali Qalati & Wenyuan Li & Naveed Ahmed & Manzoor Ali Mirani & Asadullah Khan, 2020. "Examining the Factors Affecting SME Performance: The Mediating Role of Social Media Adoption," Sustainability, MDPI, vol. 13(1), pages 1-24, December.
    6. Amir Haghighati & Kamran Sedig, 2020. "VARTTA: A Visual Analytics System for Making Sense of Real-Time Twitter Data," Data, MDPI, vol. 5(1), pages 1-25, February.
    7. Ciprian-Octavian Truică & Elena-Simona Apostol, 2022. "MisRoBÆRTa: Transformers versus Misinformation," Mathematics, MDPI, vol. 10(4), pages 1-25, February.
    8. Carlos Carrasco-Farré, 2022. "The fingerprints of misinformation: how deceptive content differs from reliable sources in terms of cognitive effort and appeal to emotions," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-18, December.
    9. Luis-Millán González & José Devís-Devís & Maite Pellicer-Chenoll & Miquel Pans & Alberto Pardo-Ibañez & Xavier García-Massó & Fernanda Peset & Fernanda Garzón-Farinós & Víctor Pérez-Samaniego, 2021. "The Impact of COVID-19 on Sport in Twitter: A Quantitative and Qualitative Content Analysis," IJERPH, MDPI, vol. 18(9), pages 1-20, April.
    10. Uğur Baloğlu, 2021. "Trolls, Pressure and Agenda: The discursive fight on Twitter in Turkey," Media and Communication, Cogitatio Press, vol. 9(4), pages 39-51.
    11. Mujtaba Ali Isani, 2021. "Methodological Problems of Using Arabic-Language Twitter as a Gauge for Arab Attitudes Toward Politics and Society," Contemporary Review of the Middle East, , vol. 8(1), pages 22-35, March.
    12. Anni Arumsari Fitriany & Piotr J. Flatau & Khoirunurrofik Khoirunurrofik & Nelly Florida Riama, 2021. "Assessment on the Use of Meteorological and Social Media Information for Forest Fire Detection and Prediction in Riau, Indonesia," Sustainability, MDPI, vol. 13(20), pages 1-13, October.
    13. Guangyu Hu & Xueyan Han & Huixuan Zhou & Yuanli Liu, 2019. "Public Perception on Healthcare Services: Evidence from Social Media Platforms in China," IJERPH, MDPI, vol. 16(7), pages 1-10, April.
    14. Nwaibeh, E.A. & Chikwendu, C.R., 2023. "A deterministic model of the spread of scam rumor and its numerical simulations," Mathematics and Computers in Simulation (MATCOM), Elsevier, vol. 207(C), pages 111-129.
    15. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    16. Umar Ali Bukar & Fatimah Sidi & Marzanah A. Jabar & Rozi Nor Haizan Nor & Salfarina Abdullah & Iskandar Ishak & Mustafa Alabadla & Ali Alkhalifah, 2022. "How Advanced Technological Approaches Are Reshaping Sustainable Social Media Crisis Management and Communication: A Systematic Review," Sustainability, MDPI, vol. 14(10), pages 1-26, May.
    17. Xipeng Liu & Xinmiao Li, 2024. "Unbiased evaluation of ranking algorithms applied to the Chinese green patents citation network," Scientometrics, Springer;Akadémiai Kiadó, vol. 129(6), pages 2999-3021, June.
    18. Sven Gruener, 2024. "Determinants of Gullibility to Misinformation: A Study of Climate Change, COVID-19 and Artificial Intelligence," Journal of Interdisciplinary Economics, , vol. 36(1), pages 58-78, January.
    19. Lutz Bornmann & Robin Haunschild & Vanash M Patel, 2020. "Are papers addressing certain diseases perceived where these diseases are prevalent? The proposal to use Twitter data as social-spatial sensors," PLOS ONE, Public Library of Science, vol. 15(11), pages 1-22, November.
    20. Muhammad Imran & Umair Qazi & Ferda Ofli, 2022. "TBCOV: Two Billion Multilingual COVID-19 Tweets with Sentiment, Entity, Geo, and Gender Labels," Data, MDPI, vol. 7(1), pages 1-27, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:20:y:2023:i:2:p:895-:d:1024429. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.