The evolution of Twitter communication by Youth Olympic Games organising committees
by Michael L. Naraine; Milena M. Parent
International Journal of Sport Management and Marketing (IJSMM), Vol. 17, No. 4/5/6, 2017

Abstract: 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.

Online publication date: Sun, 15-Oct-2017

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