scholarly journals Marketing #WeTheNorth: Analyzing Fandom, Nationalism, and Brand Loyalty of the Toronto Raptors Basketball Team

2021 ◽  
Author(s):  
Sasha C. Ricciuti
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Research Question ◽  
Media Analysis ◽  
Social Media Analysis ◽  
The Face ◽  
Twitter Account ◽  
Research Questions ◽  
Negative Sentiment ◽  
Fan Engagement

Established as a successful marketing slogan during the 2014 NBA playoffs, the #WeTheNorth campaign became the face of branding for the Toronto Raptors franchise that enhanced brand loyalty and unified Canadian basketball fans. The following Major Research Project (MRP) explores two different research questions surrounding a social media analysis of the Toronto Raptors #WeTheNorth campaign. The first research question examines the Raptors’ fan perspective, and focuses on the connotative messages that are incorporated into the #WeTheNorth campaign to broaden the team’s message and re-vamp the team’s national identity. The second research question examines the organization’s perspective and focuses on how the Raptors brand utilizes sports nationalism in their social media efforts to support fan engagement. This paper also reinforces research from previous academic findings that include: nationalism, community, collective fandom, social media, semiotics, and branding. Using an analytics tool named Sysomos, a content analysis of the Raptors’ official Twitter account was conducted to gather primary research. One Hundred Tweets were gathered per research question, and then coded to provide insight regarding the #WeTheNorth campaign from the 2018/19 NBA regular season. Findings for the first research question reinforce national fandom, and the support fan unification via the use of the #WeTheNorth hashtag. In addition, over 35% of Tweets from fans included positive sentiment, compared to the 17% that had negative sentiment. Findings for the second research question focus on branding, semiotics, and fan engagement levels that the Toronto Raptors social media team tries to enforce. Results proved that over 60% of Tweets included some form of request for fan participation, with 17% of Tweets containing positive Tweet sentiment. Overall, as long as the #WeTheNorth campaign remains the Raptors’ primary marketing slogan the campaign should continue to reinforce national fandom and support positive online fan engagement.

scholarly journals Marketing #WeTheNorth: Analyzing Fandom, Nationalism, and Brand Loyalty of the Toronto Raptors Basketball Team

2021 ◽  
Author(s):  
Sasha C. Ricciuti
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Research Question ◽  
Media Analysis ◽  
Social Media Analysis ◽  
The Face ◽  
Twitter Account ◽  
Research Questions ◽  
Negative Sentiment ◽  
Fan Engagement

Established as a successful marketing slogan during the 2014 NBA playoffs, the #WeTheNorth campaign became the face of branding for the Toronto Raptors franchise that enhanced brand loyalty and unified Canadian basketball fans. The following Major Research Project (MRP) explores two different research questions surrounding a social media analysis of the Toronto Raptors #WeTheNorth campaign. The first research question examines the Raptors’ fan perspective, and focuses on the connotative messages that are incorporated into the #WeTheNorth campaign to broaden the team’s message and re-vamp the team’s national identity. The second research question examines the organization’s perspective and focuses on how the Raptors brand utilizes sports nationalism in their social media efforts to support fan engagement. This paper also reinforces research from previous academic findings that include: nationalism, community, collective fandom, social media, semiotics, and branding. Using an analytics tool named Sysomos, a content analysis of the Raptors’ official Twitter account was conducted to gather primary research. One Hundred Tweets were gathered per research question, and then coded to provide insight regarding the #WeTheNorth campaign from the 2018/19 NBA regular season. Findings for the first research question reinforce national fandom, and the support fan unification via the use of the #WeTheNorth hashtag. In addition, over 35% of Tweets from fans included positive sentiment, compared to the 17% that had negative sentiment. Findings for the second research question focus on branding, semiotics, and fan engagement levels that the Toronto Raptors social media team tries to enforce. Results proved that over 60% of Tweets included some form of request for fan participation, with 17% of Tweets containing positive Tweet sentiment. Overall, as long as the #WeTheNorth campaign remains the Raptors’ primary marketing slogan the campaign should continue to reinforce national fandom and support positive online fan engagement.

#yeeyeenation

2022 ◽  
pp. 1-16
Author(s):  
Rumya S. Putcha
Keyword(s):  
Social Media ◽  
Performance Studies ◽  
White Supremacy ◽  
Country Music ◽  
Media Analysis ◽  
Social Media Analysis ◽  
Black Feminist ◽  
White Masculinity ◽  
The Face ◽  
Alter Ego

Abstract Using methods from country music studies, performance studies, hashtag ethnography, and Black Feminist Thought (BFT), this article employs sonic, discursive, and social media analysis to examine performances of White masculinity known as “country boys.” In the opening sections, I describe examples of country boys that emerge from Texas A&M University (College Station), bringing together confederate statues and the men who identify with and defend such statues. I then turn my focus to critical analysis of one country boy in particular: county music singer, brand progenitor, and Texas icon, Granger Smith a.k.a. Earl Dibbles Jr. Highlighting the importance of country boys to the cultural identity of Texas A&M University, I argue that White publics aggregate and accrue racialized and gendered meaning in social media spaces through signs associated with Smith like the hashtag #yeeyeenation. Such signs are predicated on and normalize a rhetoric—in this case, that something or someone “is not racist”—even in the face of evidence to the contrary. Extending the insights of scholarship on the former Confederacy to contemporary country music cultures and to the present political moment, this article interrogates how White identities and related genealogies in the U.S. context are not simply established to sanitize and excuse expressions of racist, gendered, and exclusionary thought, but are sustained by aestheticized deceptions. I refer to these deceptions as mythopoetics. In this article I demonstrate how Smith’s success, particularly since he is best known for his “redneck” alter-ego, Earl Dibbles Jr., is a testament to the power and reach of mythopoetics in a hegemonic White and heteropatriarchal society. I argue that mythopoetics are not only essential to majoritarian cultural formations today, but also normalize White supremacy to such a point that its violence can circulate without consequence and in plain sight.

Social media analysis of Twitter tweets related to ASD in 2019-2020, with particular attention to Covid-19: topic modelling and sentiment analysis (Preprint)

2021 ◽  
Author(s):  
Luca Corti ◽  
Michele Zanetti ◽  
Giovanni Tricella ◽  
Maurizio Bonati
Keyword(s):  
Social Media ◽  
Sentiment Analysis ◽  
Factorization Method ◽  
Autism Spectrum ◽  
Media Analysis ◽  
Social Media Analysis ◽  
Related Information ◽  
Data Collection Process ◽  
Use Of Social Media ◽  
Negative Sentiment

BACKGROUND Social media contains an overabundance of health information relating to people living with different type of diseases. Autism spectrum disorder (ASD) is a complex neurodevelopmental condition with lifelong impacts and reported trends have revealed a considerable increase in prevalence and incidence. Research had shown that the ASD community provides significant support to its members through Twitter, providing information about their values and perceptions through their use of words and emotional stance. OBJECTIVE Our purpose was to analyze the messages posted on Twitter platform regarding ASD and analyze the topics covered within the tweets, in order to understand the attitude of the various people interested in the topic. In particular, we focused on the discussion of ASD and Covid-19. METHODS The data collection process was based on the search for tweets through hashtags and keywords. After bots screening, the NMF (Non-Negative Matrix Factorization) method was used for topic modeling because it produces more coherent topics compared to other solutions. Sentiment scores were calculated using AFiNN for each tweet to represent its negative to positive emotion. RESULTS From the 2.458.929 tweets produced in 2020, 691.582 users were extracted (188 bots which generated 59.104 tweets), while from the 2.393.236 total tweets from 2019, the number of identified users was 684.032 (230 bots which generated 50.057 tweets). The number of tweets and the topics covered are very similar between 2019 and 2020. The total number of Covid-asd tweets is only a small part of the total dataset. Often, the negative sentiment identified in the sentiment analysis referred to anger towards Covid-19 and its management, while the positive sentiment reflected the necessity to provide constant support to people with ASD. CONCLUSIONS Social media contributes to a great discussion on topics related to autism, especially with regards to focus on family, community, and therapies. The Covid-19 pandemic increased the use of social media, especially during the lockdown period. It is important to help develop and distribute appropriate, evidence-based ASD-related information.

scholarly journals HPV Vaccination: Polish-Language Facebook Discourse Analysis

2022 ◽  
Vol 19 (2) ◽  
pp. 914
Author(s):  
Karolina Sobeczek ◽  
Mariusz Gujski ◽  
Filip Raciborski
Keyword(s):  
Social Media ◽  
Human Papillomavirus ◽  
Qualitative Analysis ◽  
Hpv Vaccination ◽  
Media Analysis ◽  
Social Media Analysis ◽  
Related Information ◽  
Social Media Platforms ◽  
Polish Language ◽  
Negative Sentiment

Social media platforms are widely used for spreading vaccine-related information. The objectives of this paper are to characterize Polish-language human papillomavirus (HPV) vaccination discourse on Facebook and to trace the possible influence of the COVID-19 pandemic on changes in the HPV vaccination debate. A quantitative and qualitative analysis was carried out based on data collected with a tool for internet monitoring and social media analysis. We found that the discourse about HPV vaccination bearing negative sentiment is centralized. There are leaders whose posts generate the bulk of anti-vaccine traffic and who possess relatively greater capability to influence recipients’ opinions. At the beginning of the COVID-19 pandemic vaccination debate intensified, but there is no unequivocal evidence to suggest that interest in the HPV vaccination topic changed.

Is JUUL marketing to kids on social media? Analysis of JUUL Twitter Followers� Age (Preprint)

2018 ◽  
Author(s):  
Annice Kim ◽  
Robert Chew ◽  
Michael Wenger ◽  
Margaret Cress ◽  
Thomas Bukowski ◽  
...  
Keyword(s):  
Social Media ◽  
Application Programming Interface ◽  
Media Analysis ◽  
Prediction Algorithm ◽  
Social Media Networks ◽  
Verification Methods ◽  
Twitter Account ◽  
Application Programming ◽  
Age Verification ◽  
Age Category

BACKGROUND JUUL is an electronic nicotine delivery system (ENDS) resembling a USB device that has become rapidly popular among youth. Recent studies suggest that social media may be contributing to its popularity. JUUL company claims their products are targeted for adult current smokers but recent surveillance suggests youth may be exposed to JUUL products online. To date, there has been little attention on restricting youth exposure to age restricted products on social media. OBJECTIVE The objective of this study was to utilize a computational age prediction algorithm to determine the extent to which underage youth are being exposed to JUUL’s marketing practices on Twitter. METHODS We examined all of @JUULvapor’s Twitter followers in April 2018. For followers with a public account, we obtained their metadata and last 200 tweets using the Twitter application programming interface. We ran a series of classification models to predict whether the account following @JUULvapor was an underage youth or an adult. RESULTS Out of 9,077 individuals following @JUULvapor Twitter account, a three-age category model predicted that 44.9% are 13 to 17 years old (N=4,078), 43.6% are 18 to 24 years old (N=3,957), and 11.5% are 25 years old or older (N=1,042); and a two-age category model predicted that 80.6% (N=7,313) are under 21 years old. CONCLUSIONS Despite a disclaimer that followers must be of legal age to purchase tobacco products, the majority of JUUL followers on Twitter are under age. This suggests that ENDS brands and social media networks need to implement more stringent age-verification methods to protect youth from age-restricted content.

scholarly journals A Tale of Two Disasters

2020 ◽  
Vol 4 (Supplement_1) ◽  
pp. 694-694
Author(s):  
Tammy Mermelstein
Keyword(s):  
Older Adults ◽  
Social Media ◽  
Interest Group ◽  
Media Analysis ◽  
Ice Storm ◽  
Social Media Analysis ◽  
Individual Survival ◽  
Social Media Platforms

Abstract Preparing for or experiencing a disaster is never easy, but how leaders communicate with older adults can ease a situation or make it exponentially worse. This case study describes two disasters in the same city: Hurricane Harvey and the 2018 Houston Texas Ice Storm and the variation in messaging provided to and regarding older adults. For example, during Hurricane Harvey, the primary pre-disaster message was self-preparedness. During the storm, messages were also about individual survival. Statements such as “do not [climb into your attic] unless you have an ax or means to break through,” generated additional fear for older adults and loved ones. Yet, when an ice storm paralyzed Houston a few months later, public messaging had a strong “check on your elderly neighbors” component. This talk will explore how messaging for these events impacted older adults through traditional and social media analysis, and describe how social media platforms assisted people with rescue and recovery. Part of a symposium sponsored by Disasters and Older Adults Interest Group.

scholarly journals Investigating transportation research based on social media analysis: a systematic mapping review

2021 ◽  
Author(s):  
Tasnim M. A. Zayet ◽  
Maizatul Akmar Ismail ◽  
Kasturi Dewi Varathan ◽  
Rafidah M. D. Noor ◽  
Hui Na Chua ◽  
...  
Keyword(s):  
Social Media ◽  
Media Analysis ◽  
Social Media Analysis ◽  
Systematic Mapping ◽  
Mapping Review ◽  
Transportation Research ◽  
Systematic Mapping Review
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