A Study on Twitter Sentiment Analysis in TOKYO 2020 OLYMPIC

Abstract

Purpose: Due to COVID-19, tourism to Tokyo Olympic is totally banned and sports enthusiasts are not allowed to view any sport event.

Need of the study: The need of this chapter is to explore Twitter content and analyse its sentiments towards the mega sporting event #Tokyo2020 Olympic.

Methodology: This research has adopted the behaviour of players and sport fans to analyse their Twitter messages using netnographic approach. Sample of 7,475 tweets of #Tokyo2020 an official Twitter online Olympic campaign was collected, and these tweets were categorised with frequency analysis, sentiment analysis, and context analysis using NVivo.

Findings: Results highlighted that majority of tweets are positive towards Tokyo Olympic even in COVID-19 scenario. Findings of the study showed that Tokyo Olympic had favourable emotions, sporting sprit, positive state of energy, and players’ lifestyles.

Practical implications: This research explored the dynamics of engagement practices and can be extended to other fields of study and is useful to sports authorities to strategize their forthcoming sporting events.

Citation

Veerasamy, S. and Goswami, S. (2023), "A Study on Twitter Sentiment Analysis in TOKYO 2020 OLYMPIC", Tyagi, P., Grima, S., Sood, K., Balamurugan, B., Özen, E. and Eleftherios, T. (Ed.) Smart Analytics, Artificial Intelligence and Sustainable Performance Management in a Global Digitalised Economy (Contemporary Studies in Economic and Financial Analysis, Vol. 110B), Emerald Publishing Limited, Leeds, pp. 233-242. https://doi.org/10.1108/S1569-37592023000110B015