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Internet users’ perception about the impact of the pandemic on sports sponsorship
[La perception des internautes face à l'impact de la pandémie sur le mécénat sportif]

Author

Listed:
  • Pierre Genest

    (UQTR - Université du Québec à Trois-Rivières)

  • Léo Trespeuch

    (UQTR - Université du Québec à Trois-Rivières)

Abstract

Internet users' perception of the impact of the pandemic on sports sponsorship is topical, since the sports sector was one of the first sectors affected by Covid-19. Companies also seem to be changing the way they communicate. By analyzing 400 comments on various social media (Facebook and Twitter), this research has shown that the pandemic is positively affecting the comments of Internet users linked to the publications of partner companies. Like Demirel and Erdogmus (2016), our results tend to show that supporters offer rather positive comments regarding the players they follow. Indeed, the comments are empathetic towards the athletes who have been affected by Covid-19. In addition, other athletes benefit from a majority of positive comments to support them during this crisis. This observation allows us to highlight a reduction in the negativity of the pandemic for companies that have established and maintained their partnership with athletes.

Suggested Citation

  • Pierre Genest & Léo Trespeuch, 2022. "Internet users’ perception about the impact of the pandemic on sports sponsorship [La perception des internautes face à l'impact de la pandémie sur le mécénat sportif]," Working Papers hal-03945701, HAL.
    • Handle: RePEc:hal:wpaper:hal-03945701
    Note: View the original document on HAL open archive server: https://hal.science/hal-03945701v2
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    More about this item

    Keywords

    Sponsors; sponsorship; Covid-19; pandemic; internet users; Parrainage; mécénat; pandémie; internautes;
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