Nature of engagement on Facebook during London 2012 olympic games: Insight into public participation in terms of language and gender

Emilio Fernández Peña; Òscar Coromina; Jose M.P. Gila

Nature of engagement on Facebook during London 2012 olympic games: Insight into public participation in terms of language and gender

Emilio Fernández Peña, Òscar Coromina, Jose M.P. Gila

Research output: Contribution to journal › Article › Research › peer-review

Abstract

© 2017, University of Stellenbosch. All rights reserved. This study takes an in-depth look at the characteristics of engagement on the International Olympic Committee’s Facebook fan page during the London 2012 Olympic Games. Posts with the highest level of participation (‘Like’, ‘Comment’ or ‘Share’) are those containing photos, offering content related to the opening and closing ceremonies, referring to the most famous athletes or showing lighthearted content. In terms of gender, the level of participation is generally higher among women, especially from the United States and the United Kingdom (higher than 60%). Exceptions to the predominance of female interaction with Olympic content are those cases of people whose Facebook profile language settings are French, German or Thai.

Original language	English
Pages (from-to)	135-151
Journal	South African Journal for Research in Sport, Physical Education and Recreation
Volume	39
Issue number	Specialedition1-2
Publication status	Published - 1 Jan 2017

Keywords

Engagement
Facebook
Olympic Games
Social media
Sport

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title = "Nature of engagement on Facebook during London 2012 olympic games: Insight into public participation in terms of language and gender",

abstract = "{\textcopyright} 2017, University of Stellenbosch. All rights reserved. This study takes an in-depth look at the characteristics of engagement on the International Olympic Committee{\textquoteright}s Facebook fan page during the London 2012 Olympic Games. Posts with the highest level of participation ({\textquoteleft}Like{\textquoteright}, {\textquoteleft}Comment{\textquoteright} or {\textquoteleft}Share{\textquoteright}) are those containing photos, offering content related to the opening and closing ceremonies, referring to the most famous athletes or showing lighthearted content. In terms of gender, the level of participation is generally higher among women, especially from the United States and the United Kingdom (higher than 60%). Exceptions to the predominance of female interaction with Olympic content are those cases of people whose Facebook profile language settings are French, German or Thai.",

keywords = "Engagement, Facebook, Olympic Games, Social media, Sport",

author = "{Fern{\'a}ndez Pe{\~n}a}, Emilio and {\`O}scar Coromina and Gila, {Jose M.P.}",

year = "2017",

month = jan,

day = "1",

language = "English",

volume = "39",

pages = "135--151",

journal = "South African Journal for Research in Sport, Physical Education and Recreation",

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publisher = "University of Stellenbosch",

number = "Specialedition1-2",

}

Nature of engagement on Facebook during London 2012 olympic games: Insight into public participation in terms of language and gender. / Fernández Peña, Emilio; Coromina, Òscar; Gila, Jose M.P.

In: South African Journal for Research in Sport, Physical Education and Recreation, Vol. 39, No. Specialedition1-2, 01.01.2017, p. 135-151.

Research output: Contribution to journal › Article › Research › peer-review

TY - JOUR

T1 - Nature of engagement on Facebook during London 2012 olympic games: Insight into public participation in terms of language and gender

AU - Fernández Peña, Emilio

AU - Coromina, Òscar

AU - Gila, Jose M.P.

PY - 2017/1/1

Y1 - 2017/1/1

N2 - © 2017, University of Stellenbosch. All rights reserved. This study takes an in-depth look at the characteristics of engagement on the International Olympic Committee’s Facebook fan page during the London 2012 Olympic Games. Posts with the highest level of participation (‘Like’, ‘Comment’ or ‘Share’) are those containing photos, offering content related to the opening and closing ceremonies, referring to the most famous athletes or showing lighthearted content. In terms of gender, the level of participation is generally higher among women, especially from the United States and the United Kingdom (higher than 60%). Exceptions to the predominance of female interaction with Olympic content are those cases of people whose Facebook profile language settings are French, German or Thai.

AB - © 2017, University of Stellenbosch. All rights reserved. This study takes an in-depth look at the characteristics of engagement on the International Olympic Committee’s Facebook fan page during the London 2012 Olympic Games. Posts with the highest level of participation (‘Like’, ‘Comment’ or ‘Share’) are those containing photos, offering content related to the opening and closing ceremonies, referring to the most famous athletes or showing lighthearted content. In terms of gender, the level of participation is generally higher among women, especially from the United States and the United Kingdom (higher than 60%). Exceptions to the predominance of female interaction with Olympic content are those cases of people whose Facebook profile language settings are French, German or Thai.

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KW - Olympic Games

KW - Social media

KW - Sport

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