TABLE OF CONTENT
ABSTRACT 
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Research Objectives
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Operational Definition of Key Terms

CHAPTER TWO
LITERATURE REVIEW
2.1 Conceptual Review
2.1.1 Twitter: an overview
2.1.2 The impact of Twitter platform on World Cup Engagement
2.1.3 FIFA World Cup
2.1.4 Relationship between Social media engagement and World Cup
2.1.5 International use of Twitter hashtags
2.1.6 FIFA world cup hashtags on twitter
2.1.7 Sports Marketing
2.2 Theoretical Framework
2.2.1 The media dependency theory

CHAPTER THREE
RESEARCH METHODOLOGY
3.0. Introduction
3.1 Research Design
3.2 Population of the Study
3.3 Sample Size and Sampling Technique
3.4 Data Collection Instrument
3.5 Validity and Reliability of Instrument
3.6 Procedure of Data Administration
3.7 Method of Data Analysis

CHAPTER FOUR
DATA PRESENTATION, AND ANALYSIS
4.0 Introduction
4.1 Data Presentation and Analysis

CHAPTER FIVE
CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
5.2 Recommendations
REFERENCES
APPENDIX
QUESTIONNAIRE

 

ABSTRACT

This study aimed to investigate the impact of Twitter on media audience engagement during the World Cup. A questionnaire was developed and administered to 200 respondents to collect data on their Twitter usage during the World Cup, including their engagement with media companies, players, and other fans on the platform. The results of the study showed that Twitter had a significant impact on media audience engagement during the World Cup, with millions of tweets being generated during each match. Media companies were able to engage with their audiences, create engaging content, and reach new audiences through Twitter. The study also identified several recommendations for media companies to improve their engagement with audiences on Twitter during the World Cup. Overall, this study provides valuable insights into the impact of Twitter on media audience engagement during the World Cup, which could help media companies to develop more effective social media strategies for future global events.

 

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

The media landscape has undergone a significant transformation in recent years, with the rise of social media platforms such as Twitter. These platforms have not only changed the way people consume media but also how they engage with it (Alekseyeva 2014). The World Cup is one of the most significant sporting events in the world and attracts a global audience. With the increasing use of Twitter by media outlets and fans, it is essential to understand the impact of this platform on the engagement of the audience during the World Cup (Alekseyeva 2014).

Sport and media have shared a mutually beneficial, symbiotic relationship since Joseph Pulitzer, the publisher of the New York World, started the very first newspaper with a sport editor in the 1890s: the business of sport benefits from the attention that media provides and media benefits from the revenue generated by the audience that sport attracts (Hutchins & Rowe, 2012). Prior to the Internet and other digital platforms, the distribution of sports content was traditionally controlled and managed by broadcasters, journalists, and other members of traditional media (Hutchins & Rowe, 2012).

With the launch of the Internet and team-based websites in the late 1990s, teams started to distribute content directly to fans rather than through traditional media. A further shift happened with the introduction of SM applications like YouTube, Twitter, and Facebook (Farquharson, 2015).

Twitter and World Cup have a deep and complex relationship. With the growing popularity of social media platforms, Twitter has become an essential tool for people to engage with the World Cup. Twitter provides a platform for people to share their opinions, express their excitement and frustration, and connect with other fans across the globe (Gamble, 2019).

One of the significant ways in which Twitter enhances people’s engagement with the World Cup is through the provision of live updates. With real-time tweets and hashtags, Twitter provides a source of instant updates about the games, scores, and other relevant information (Gerbaudo, 2015). People can follow their favorite teams and players, get in-depth analysis from sports experts, and interact with fellow fans through tweets, retweets, and replies. This instant access to information enables fans to keep up with the games, even if they are unable to watch them in real-time (Gerbaudo, 2015).

Another way in which Twitter enhances people’s engagement with the World Cup is through the provision of a platform for fan conversations. Fans from all over the world can connect and interact with one another, sharing their opinions, jokes, and memes about the games. This creates a sense of community and belonging, as fans are united by their passion for the World Cup (Brannagan, 2016). Twitter also provides a platform for fans to voice their frustrations and criticisms, which can create discussions and debates around the games (Brannagan, 2016).

Twitter has also become a hub for sports journalists and analysts, providing a platform for expert opinions and in-depth analysis of the games. Fans can follow their favorite journalists and analysts, getting access to their insights and opinions on the games. This not only enhances people’s engagement with the World Cup but also provides a source of education and learning about the games (Houlihan, 2014).

Twitter has also become a tool for brands and companies to engage with the World Cup. Many brands create campaigns and advertisements around the World Cup, using Twitter as a tool to engage with fans and promote their products. This not only enhances people’s engagement with the World Cup but also creates a source of revenue for the brands and companies (Heerdt, 2018).

Twitter has become an essential tool for people to engage with the World Cup. Through live updates, fan conversations, expert opinions, and brand engagement, Twitter provides a platform for fans to connect with the games, the players, and other fans across the globe (Heerdt, 2018). The relationship between Twitter and the World Cup is symbiotic, as Twitter enhances people’s engagement with the World Cup, while the World Cup provides a source of content and excitement for Twitter (Marwick, 2016).

Despite the increasing use of Twitter as a platform for engaging with the World Cup, there is a research gap in understanding how Twitter impacts people’s emotional responses to the games. While Twitter provides a space for fans to express their emotions, there is a need for further research to understand how this emotional engagement impacts people’s overall experience of the World Cup  (Marwick, 2016). This research gap is significant as emotions are a crucial aspect of sports engagement, and understanding how Twitter impacts people’s emotional responses to the World Cup can inform strategies for enhancing fan engagement and experience. Therefore, further research is needed to investigate the relationship between Twitter and social media engagement with the World Cup.

1.2 Statement of the Problem

Twitter continues to have a significant impact on social media engagement during the World Cup. With millions of active users, Twitter provides a platform for fans to share their thoughts, opinions, and emotions about the games in real-time. This live tweeting creates a sense of community among fans and enhances engagement with the World Cup.

During the 2018 World Cup, Twitter recorded more than 115 billion impressions related to the tournament. This demonstrates the immense impact of Twitter on social media engagement during the World Cup. Fans used Twitter to follow the games, interact with other fans, and stay updated with the latest news and highlights.

Twitter also plays a role in enhancing engagement with the World Cup beyond the tournament itself. Fans use Twitter to stay updated on the latest news, player transfers, and other developments related to the World Cup. This creates a year-round engagement with the tournament, keeping fans invested in the games even when they are not being played.

However, the increasing use of Twitter as a platform for engaging with the World Cup raises questions about the impact of Twitter on social media engagement during the tournament. While Twitter provides a space for fans to interact with each other and express their opinions and emotions, it is unclear how this engagement impacts overall social media engagement and experience of the World Cup. Additionally, the extent to which Twitter engagement drives social media engagement and how it compares to other social media platforms remains an open question. Therefore, the research problem for this study is to investigate the impact of Twitter on social media engagement during the World Cup and understand how Twitter engagement compares to engagement on other social media platforms.

1.3 Research Objectives

The main objective of the research is to investigate media audience engagement-impact of twitter on world cup, the specific objectives are:

1. To determine the extent to which Twitter has influenced media audience engagement with the World Cup.
2. To evaluate the impact of Twitter on media consumption behavior during the World Cup

• To assess the potential of Twitter as a tool for promoting social engagement and community-building around the World Cup

1.4 Research Questions

The research seeks to answer the following questions:

1. What is the extent to which Twitter has influenced media audience engagement with the World Cup?
2. What are the impact of Twitter on media consumption behavior during the World Cup?
3. What are the potential of Twitter as a tool for promoting social engagement and community-building around the World Cup?

1.5 Significance of the Study

The study on “Media Audience Engagement – Impact of Twitter on World Cup” is significant for several reasons:

It will contributes to our understanding of how social media platforms like Twitter are changing the way audiences engage with media content, particularly in the context of major global events like the World Cup. By examining the impact of Twitter on media consumption behavior, content preferences, and social engagement, the study sheds light on the ways in which social media is transforming traditional media channels and creating new forms of media consumption.

The study will provide insights for media companies and advertisers on how to optimize their social media strategies for major global events like the World Cup. By identifying the key factors that drive Twitter user engagement with World Cup content, media companies can better understand how to produce content that resonates with social media audiences, and advertisers can leverage these insights to optimize their social media campaigns during the tournament.

The study will also inform policy and practice related to social media and its potential impact on society. By assessing the potential of Twitter as a tool for promoting social engagement and community-building around the World Cup, the study will provide insights into how social media can be harnessed to foster positive social outcomes, such as promoting social cohesion and dialogue among diverse communities.

The study will contribute to the understanding of media audience engagement more broadly, and provide a template for studying the impact of social media on other major global events or media content. By identifying best practices for studying media audience engagement with social media, the study will pave the way for further research in this area, and contribute to a growing body of literature on the impact of social media on media consumption and engagement.

1.6 Scope of the Study

The study aims to address several research questions related to the impact of Twitter on media audience engagement with the World Cup, including the extent to which Twitter has influenced media audience engagement, the key factors that drive Twitter user engagement, the impact of Twitter on media consumption behavior, and the potential of Twitter as a tool for promoting social engagement and community-building.

1.7 Operational Definition of Key Terms

Media Audience Engagement: Refers to the degree and nature of interaction between individuals and media content related to the World Cup, including but not limited to traditional media channels such as television, radio, and print, as well as social media platforms like Twitter. This includes behaviors such as consumption of media content, sharing of content, and participation in social interactions related to the World Cup.

Twitter: Refers to a social media platform that enables users to post and interact with short messages or “tweets” that are visible to a global audience. Twitter allows users to follow and communicate with other users, as well as participate in discussions related to a wide range of topics, including the World Cup.

World Cup: Refers to the quadrennial international football tournament organized by the Fédération Internationale de Football Association (FIFA). The tournament involves national teams from around the world competing in a series of matches over a period of several weeks.

Social Media: Refers to digital platforms and technologies that enable users to create and share content, as well as participate in social interactions and networks. Examples of social media platforms include Twitter, Facebook, Instagram, and YouTube.

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