A case study on the French open twitter account's user engagement levels and how they are affected by content type and modality

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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Main Author: Lim, Julian Si Ren
Other Authors: Leng Ho Keat
Format: Final Year Project
Language:English
Published: 2018
Subjects:
DRNTU::Science
Online Access:http://hdl.handle.net/10356/73843
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-738432020-09-27T20:23:54Z A case study on the French open twitter account's user engagement levels and how they are affected by content type and modality Lim, Julian Si Ren Leng Ho Keat National Institute of Education DRNTU::Science 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. Bachelor of Science (Sport Science and Management) 2018-04-16T08:49:42Z 2018-04-16T08:49:42Z 2018 Final Year Project (FYP) http://hdl.handle.net/10356/73843 en 22 p. application/pdf
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Science
spellingShingle DRNTU::Science
Lim, Julian Si Ren
A case study on the French open twitter account's user engagement levels and how they are affected by content type and modality
description 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.
author2 Leng Ho Keat
author_facet Leng Ho Keat
Lim, Julian Si Ren
format Final Year Project
author Lim, Julian Si Ren
author_sort Lim, Julian Si Ren
title A case study on the French open twitter account's user engagement levels and how they are affected by content type and modality
title_short A case study on the French open twitter account's user engagement levels and how they are affected by content type and modality
title_full A case study on the French open twitter account's user engagement levels and how they are affected by content type and modality
title_fullStr A case study on the French open twitter account's user engagement levels and how they are affected by content type and modality
title_full_unstemmed A case study on the French open twitter account's user engagement levels and how they are affected by content type and modality
title_sort case study on the french open twitter account's user engagement levels and how they are affected by content type and modality
publishDate 2018
url http://hdl.handle.net/10356/73843
_version_ 1681058515999784960

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