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Analyzing the role of national culture on content creation and user engagement on Twitter: The case of Indian Premier League cricket franchises

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  • Deep Prakash, C.
  • Majumdar, Adrija

Abstract

The content generation strategy of a sports franchise determines whether the user engagement increases or decreases on social media platforms. Thus, the role of Chief Operating Officer (COO) is profound who generally decides and governs social media policies of the franchises. We show that the cultural differences between local-COO vis-à-vis foreign-COO-governed sports franchises reflect in their content generation strategy and are also associated with user engagement. We use Hofstede's cultural dimensions theory and extract relevant features from the tweets. Overall, the results show that user engagement is more when the content generation strategy is in alignment with fans’ national culture. The first contribution of our work is towards showing the incremental impact of power distance, individualism and collectivism on user engagement. The second contribution of our work is towards feature construction, feature selection and building authorship attribution classifiers to understand the content generation strategy. Prior literature shows that national culture impacts writing of online reviews. We investigate the role of national culture in social media content generation and user engagement and extend the literature. Our study is useful for organizations to understand the role of national culture in content generation and how it is related to user engagement.

Suggested Citation

  • Deep Prakash, C. & Majumdar, Adrija, 2021. "Analyzing the role of national culture on content creation and user engagement on Twitter: The case of Indian Premier League cricket franchises," International Journal of Information Management, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:ininma:v:57:y:2021:i:c:s0268401220314675
    DOI: 10.1016/j.ijinfomgt.2020.102268
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    Citations

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    Cited by:

    1. Peng, Hui & Lu, Yaobin & Gupta, Sumeet, 2023. "Promoting value emergence through digital platform ecosystems: Perspectives on resource integration in China," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    2. C, Deep Prakash & Majumdar, Adrija, 2023. "Predicting sports fans’ engagement with culturally aligned social media content: A language expectancy perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Akram, Muhammad S. & Malhotra, Neeru & Goraya, M. Awais Shakir & Shareef, Mahmud A. & Malik, Aneela & Lal, Banita, 2022. "User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    4. Agag, Gomaa & Ali Durrani, Baseer & Hassan Abdelmoety, Ziad & Mostafa Daher, Maya & Eid, Riyad, 2024. "Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture," Journal of Business Research, Elsevier, vol. 170(C).

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