The applications of social media in sports marketing

n the era of big data, sports consumer's activities in social media become valuable assets to sports marketers. In this paper, the authors review extant literature regarding how to effectively use social media to promote sports as well as how to effectively analyze social media data to support business decisions. Methods: The literature review method. Results: Our findings suggest that sports marketers can use social media to achieve the following goals, such as facilitating marketing communication campaigns, adding values to sports products and services, creating a two-way communication between sports brands and consumers, supporting sports sponsorship program, and forging brand communities. As to how to effectively analyze social media data to support business decisions, extent literature suggests that sports marketers to undertake traffic and engagement analysis on their social media sites as well as to conduct sentiment analysis to probe customer's opinions. These insights can support various aspects of business decisions, such as marketing communication management, consumer's voice probing, and sales predictions. Conclusion: Social media are ubiquitous in the sports marketing and consumption practices. In the era of big data, these ＂footprints＂ can now be effectively analyzed to generate insights to support business decisions. Recommendations to both the sports marketing practices and research are also addressed

Do sentiments influence market dynamics? : A reconstruction of the Brazilian stock market and its mood

Sentiments play an important role in justifying economic actions and are typically presented as being a modern incarnation of expectations that influence financial markets, whether they be of a Keynesian or other type. For the case of the São Paulo Stock Market Index (IBovespa), this paper investigates whether sentiments, as publically expressed in specialised media, represent a covariate variable which influences stock market returns, and also how market dynamics evolve through time, especially in times of major shocks or recessions. In this study we use a network approach to relate the evolution of asset returns to a sentiments index. Daily data from IBovespa and a Thomson Reuters MarketPsych index are used as fair indicators of the evolution of the Brazilian economy from 2007 to 2015. We prove that changes in market prices affect news more than the reverse.info:eu-repo/semantics/publishedVersio

The political power of twitter

In June 2016, the British voted by 52 per cent to leave the EU, a club the UK joined in 1973. This paper examines Twitter public and political party discourse surrounding the BREXIT withdrawal agreement. In particular, we focus on tweets from four different BREXIT exit strategies known as “Norway”, “Article 50”, the “Backstop” and “No Deal” and their effect on the pound and FTSE 100 index from the period of December 10th 2018 to February 24th 2019. Our approach focuses on using a Naive Bayes classification algorithm to assess political party and public Twitter sentiment. A Granger causality analysis is then introduced to investigate the hypothesis that BREXIT public sentiment, as measured by the twitter sentiment time series, is indicative of changes in the GBP/EUR Fx and FTSE 100 Index. Our results from the Twitter public sentiment indicate that the accuracy of the “Article 50” scenario had the single biggest effect on short run dynamics on the FTSE 100 index, additionally the “Norway” BREXIT strategy has a marginal effect on the FTSE 100 index whilst there was no significant causation to the GBP/EUR Fx. The BREXIT Political party sentiment for the “No Deal” was indicative of short term dynamics on the GBP/EUR Fx at a marginal rate. Our test concluded that there was no causality on the FTSE 100

Finetuning BERT and XLNet for Sentiment Analysis of Stock Market Tweets using Mixout and Dropout Regularization

Sentiment analysis is also known as Opinion mining or emotional mining which aims to identify the way in which sentiments are expressed in text and written data. Sentiment analysis combines different study areas such as Natural Language Processing (NLP), Data Mining, and Text Mining, and is quickly becoming a key concern for businesses and organizations, especially as online commerce data is being used for analysis. Twitter is also becoming a popular microblogging and social networking platform today for information among people as they contribute their opinions, thoughts, and attitudes on social media platforms over the years. Because of the large database created by twitter stock market sentiment analysis has always been the subject of interest for various researchers, investors, and scientists due to its highly unpredictable nature. Sentiment analysis can be performed in different ways, but the focus of this study is to perform sentiment analysis using the transformer-based pre-trained models such as BERT(bi-directional Encoder Representations from Transformers) and XLNet which is a Generalised autoregressive model with fewer training instances using Mixout regularization as the traditional machine and deep learning models such as Random Forest, Naïve Bayes, Recurrent Neural Network (RNN), Long short-term memory (LSTM) because fails when given fewer training instances and it required intense feature engineering and processing of textual data. The objective of this research is to study and understand the performance of BERT and XLNet with fewer training instances using the Mixout regularization for stock market sentiment analysis. The proposed model resulted in improved performance in terms of accuracy, precision, recall and f1-score for both the BERT and XLNet models using mixout regularization when given adequate and under-sampled data

3rd International Conference on Advanced Research Methods and Analytics (CARMA 2020)

Research methods in economics and social sciences are evolving with the increasing availability of Internet and Big Data sources of information.As these sources, methods, and applications become more interdisciplinary, the 3rd International Conference on Advanced Research Methods and Analytics (CARMA) is an excellent forum for researchers and practitioners to exchange ideas and advances on how emerging research methods and sources are applied to different fields of social sciences as well as to discuss current and future challenges.Doménech I De Soria, J.; Vicente Cuervo, MR. (2020). 3rd International Conference on Advanced Research Methods and Analytics (CARMA 2020). Editorial Universitat Politècnica de València. http://hdl.handle.net/10251/149510EDITORIA

Twitter and the US stock market: the influence of micro‑bloggers on share prices

With the increased interest in social media over recent years, the role of information disseminated through avenues such as Twitter has become more widely perceived. This paper examines the mention of stocks on the US markets (NYSE and NASDAQ) by a number of financial micro-bloggers to establish whether their posts are reflected in price movements. The Twitter feeds are selected from syndicated and nonsyndicated authors. A substantial number of tweets were linked to the price movements of the mentioned assets and an event study methodology was used to ascertain whether these mentions carry any significant information or whether they are merely noise

Exploring Sentiment Analysis on Twitter: Investigating Public Opinion on Migration in Brazil from 2015 to 2020

openTechnology has reshaped societal interaction and the expression of opinions. Migration is a prominent trend, and analysing social media discussions provides insights into societal perspectives. This thesis explores how events between 2015 and 2020 impacted Brazilian sentiment on Twitter about migrants and refugees. Its aim was to uncover the influence of key sociopolitical events on public sentiment, clarifying how these echoed in the digital realm. Four key objectives guided this research: (a) understanding public opinions on migrants and refugees, (b) investigating how events influenced Twitter sentiment, (c) identifying terms used in migration-related tweets, and (d) tracking sentiment shifts, especially concerning changes in government. Sentiment analysis using VADER (Valence Aware Dictionary and sEntiment Reasoner) was employed to analyse tweet data. The use of computational methods in social sciences is gaining traction, yet no analysis has been conducted before to understand the sentiments of the Brazilian population regarding migration. The analysis underscored Twitter's role in reflecting and shaping public discourse, offering insights into how major events influenced discussions on migration. In conclusion, this study illuminated the landscape of Brazilian sentiment on migration, emphasizing the significance of innovative social media analysis methodologies for policymaking and societal inclusivity in the digital age