Spectators’ emotional responses in tweets during the Super Bowl 50 game

Yonghwan Chang

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

The author explored spectators’ emotional reactions manifested on social media. By using Twitter search application programming interface, 328,000 real-time tweets posted by fans of the Panthers and the Broncos during the Super Bowl 50 game were collected. The lexicon-based text mining approach (a big data analysis in social media analytics) was employed to classify tweets into five different emotions. The findings indicated that spectators expressed positive emotions when their team scored; conversely, they expressed negative emotions when the opposite team scored. Interestingly, spectators became habituated with each subsequent score from either of their preferred teams, which resulted in fewer expressions of emotions. However, when a team scored soon after the opposite team scored, fans expressed a surge of positive or negative emotions, accordingly. The results supported both the theories of affective disposition and opponent-process. Spectators’ simultaneous experience of positive and negative emotions may contribute to fans’ satisfaction, continued patronage, and mental health.

Original languageEnglish (US)
JournalSport Management Review
DOIs
StateAccepted/In press - Jan 1 2018

Fingerprint

mental health
Super Bowl
Spectator
Emotional response
social media
Emotion
Negative emotions
Positive emotions
data analysis
lexicon
Social media
Patronage
Mental health
Disposition
Twitter
Programming
Text mining

Keywords

  • Automated text analysis
  • Big data
  • Emotions
  • Social media
  • Spectator sports

Cite this

Spectators’ emotional responses in tweets during the Super Bowl 50 game. / Chang, Yonghwan.

In: Sport Management Review, 01.01.2018.

Research output: Contribution to journalArticle

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