نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی دانشکده علوم انسانی دانشگاه تربیت مدرس، تهران، ایران.

2 استادیار گروه علوم ورزشی دانشکده علوم انسانی دانشگاه تربیت مدرس، تهران، ایران.

3 استادیار گروه رایانه دانشکده آمار، ریاضی و رایانه دانشگاه علامه طباطبائی، تهران، ایران.

چکیده

رسانه‌های اجتماعی به عنوان یکی از ابزارهای مهم در سیاست‌های رسانه‌ای رویدادهای ورزشی تبدیل شده است. هدف تحقیق حاضر بررسی ارتباط ویژگی‌های محتوا و درگیری کاربران صفحه رسمی المپیک توکیو 2020 است. در این تحقیق 2364 توییت‌ صفحه رسمی کمیته برگزاری بازی‌های المپیک 2020 از سال 2014، به همراه تعداد پسند و بازتوییت‌ها استخراج شد. برای کشف موضوع توییت‌ها از تحلیل محتوای کیفی استفاده شد که پنج دسته محتوا شامل اطلاع‌رسانی، فعال‌سازی، بازاریابی، شخصی‌سازی و فرهنگی کشف شد. یافته‌های پژوهش نشان داد که درگیری کاربران از نظر پسند و بازتوییت با محتوای فعال‌سازی و سپس اطلاع‌رسانی بیشتر است. علاوه بر این، هشتگ‌ها به عنوان یکی از ویژگی‌های پیام همبستگی قوی با بازتوییت و پسند دارد. برچسب‌ها به عنوان دیگر ویژگی‌ محتوا، همبستگی ضعیفی با بازتوییت دارد. تحقیق حاضر نشان داد که استفاده از فراپیوندها سبب می‌شود درگیری کاربران با محتوا کاهش یابد. از سوی دیگر، ویژگی‌های چندرسانه‌ای محتوا، مانند عکس و ویدئو درگیری کاربران را افزایش می‌دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Text Mining of the official Twitter Account of Tokyo 2020 Olympic Games

نویسندگان [English]

  • Mahdi Latifi fard 1
  • Marjan Saffari 2
  • Rasool Norouzi Seyed Hossini 2
  • Mohammad Bahrani 3

1 PhD student in Sports Management, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.

2 Assistant Professor, Department of Sports Science, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.

3 Assistant Professor, Department of Computer Science, Faculty of Statistics, Mathematics and Computer, Allameh Tabatabai University, Tehran, Iran.

چکیده [English]

The popularity of the Olympic Games is so great that Games hosting tries to use a wide range of tools to protect the Olympic brand, achieve hosting goals, and connect with audiences. As one of the tools, social media has become an important part of media policies of sport events. The aim of the present study is to investigate the use of Twitter, as a social media in the 2020 Tokyo Olympic Games. In this study, the official twitter account of the 2020 Olympic Games Organizing Committee was reviewed from 2014 to the end of 2019. Finally, with the text-mining of 2,364 tweets published online at the timeline of the Tokyo 2020 account hashtags, tags, number of likes, retweets, and multimedia including photos, videos and gifs used in tweets were extracted. What is generally evident in Twitter-related research that the most important operator on this platform is retweets. Despite the increase in the number of retweets, the main goals of an organization can be achieved on Twitter. In fact, hashtags, hyperlinks, tag, and the use of multimedia content are used to increase user engagement in terms of the number of retweets.

کلیدواژه‌ها [English]

  • Twitter
  • Hashtag
  • Retweet
  • Olympic Games
  • Tokyo 2020
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