"Gateway to the sideline": Brand communication on social media at large-scale sporting events

This thesis investigated how sport organisations use social media to communicate at international sporting events. Combining participant observation, interviews and Twitter data analysis, it examines two cases – the AFC Asian Cup and Netball World Cup – to document, analyse and compare the creation and implementation of social media strategy. This research uncovered that the development of social media strategy comprises six key pillars: volunteer selection and training, setting objectives, audience segmentation and targeting, platform-based approaches, content creation strategy and moderation of fan conversation. However, within these foundational categories, the specific strategy enacted varies, depending on the event's position in the market