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The evolution of Twitter communication by Youth Olympic Games organising committees

journal contribution
posted on 2017-09-28, 00:00 authored by Michael Naraine, M M Parent
The purpose of this paper was to examine Youth Olympic Games organising committees' Twitter communications to determine: 1) what communication is being presented to stakeholders by using this social media platform; 2) whether communication habits vary across multiple organising committees. Examining Twitter feeds for the first four editions, findings indicated: 1) while retweets were important for Youth Olympic Games organising committees' Twitter accounts, organising committees' focus remained on original content; 2) promotion-related content dominated organising committee tweets, more than information and reporting-related content; 3) themes evolved and structure was refined over time from the 2010 to the 2016 editions.

History

Journal

International Journal of Sport Management and Marketing (IJSMM)

Volume

17

Issue

4/5/6

Pagination

403 - 425

Publisher

Inderscience Publishers

Location

Olney, Eng.

ISSN

1475-8962

eISSN

1740-2808

Language

eng

Publication classification

C Journal article; C1 Refereed article in a scholarly journal

Copyright notice

2017, Inderscience Enterprises

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