A case study on the French open twitter account's user engagement levels and how they are affected by content type and modality
The French Open, also known as Roland Garros, is one of the four Grand Slams in Tennis. In order to market the event, promoters use social media, which is an increasing trend in marketing campaigns. One important metric for social media marketing is the level of user engagement. This study aims to d...
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| Format: | Final Year Project |
| Language: | English |
| Published: |
2018
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| Online Access: | http://hdl.handle.net/10356/73843 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | The French Open, also known as Roland Garros, is one of the four Grand Slams in Tennis. In order to market the event, promoters use social media, which is an increasing trend in marketing campaigns. One important metric for social media marketing is the level of user engagement. This study aims to determine how user engagement levels generated by tweets are affected by content type and modality, using the 2017 edition of the French Open as a case study. A total of 2207 tweets were recorded and examined. Findings identified Emotion-evoking content as the content type that highest levels of user engagement. It was also found that in terms of modality, Video-based content generated the highest levels of user engagement. |
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