A Study on Twitter Sentiment Analysis in TOKYO 2020 OLYMPIC

Purpose: Due to COVID-19, tourism to Tokyo Olympic is totally banned and sports enthusiasts are not allowed to view any sport event.

Need of the study: The need of this chapter is to explore Twitter content and analyse its sentiments towards the mega sporting event #Tokyo2020 Olympic.

Methodology: This research has adopted the behaviour of players and sport fans to analyse their Twitter messages using netnographic approach. Sample of 7,475 tweets of #Tokyo2020 an official Twitter online Olympic campaign was collected, and these tweets were categorised with frequency analysis, sentiment analysis, and context analysis using NVivo.

Findings: Results highlighted that majority of tweets are positive towards Tokyo Olympic even in COVID-19 scenario. Findings of the study showed that Tokyo Olympic had favourable emotions, sporting sprit, positive state of energy, and players’ lifestyles.

Practical implications: This research explored the dynamics of engagement practices and can be extended to other fields of study and is useful to sports authorities to strategize their forthcoming sporting events.