18.06.2024
Im Rahmen der Studie betrachten die Forscher Fußballspiele als eine Art „Labor“, um die Emotionen der Twitternutzer:innen während des Spiels zu messen und deren Einfluss auf ihr Verhalten zu ergründen. Dafür analysiert Professor Tim Pawlowski (Institut für Sportwissenschaft, Universität Tübingen) gemeinsam mit Kollegen der Universitäten in Reading, Dundee und London über 19 Millionen Tweets, die durch teambezogene Hashtags den Premier League-Spielen einer gesamten Saison zugeordnet werden können.
In einem ersten Schritt erfassen die Forscher die situative Gefühlslage der Twitternutzer:innen mit Hilfe von Natural Language Processing (NLP)-Tools. Dadurch lassen sich Fans, Haters und Neutrals identifizieren. Darüber hinaus konstruieren sie aus Sportwettdaten Maße, die verschiedene Emotionen messen. In der Hauptanalyse wird dann untersucht, wie sich diese Emotionen auf das Twitterverhalten auswirken und welche Unterschiede es dabei zwischen Fans, Haters und Neutrals in den jeweiligen Spielen gibt.
Der Beitrag des Projekts zur wissenschaftlichen Literatur und für die (Sport-)Praxis ist dreigeteilt: (1) Zum einen präsentieren die Forscher eine der bisher sehr wenigen Feldstudien, die die Effekte von Emotionen auf das menschliche Verhalten analysieren. Das gewählte Setting erscheint dabei aus empirischer Sicht besonders vielversprechend; (2) Der vorgeschlagene Ansatz um Fans, Haters und Neutrals zu identifizieren könnte zukünftig beispielsweise für die personalisierte Form der Kommunikation von Clubs und Sponsoren genutzt werden; (3) Schließlich präsentieren die Forscher einen innovativen Test für die vieldiskutierte „Unsicherheitshypothese im Sport“, die in der Praxis immer wieder angeführt wird, um Markteingriffe und andere Ausnahmeerscheinungen im Spitzensport wie beispielsweise die gemeinsame Medienrechtevermarktung (Zentralvermarktung) der Clubs zu rechtfertigen (vgl. 21. Hauptgutachten der Monopolkommission, S. 94ff.).
Die Studie wurde nun zur Publikation in der Fachzeitschrift Journal of Economic Behavior & Organization angenommen.
Pawlowski, T., Rambaccussing, D., Ramirez, P., Reade, J. J., Rossi, G. (2024). Exploring entertainment utility from football games. Journal of Economic Behavior & Organization, 223, 185-198. doi 10.1016/j.jebo.2024.04.018
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