International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Study on FIFA Partner Adidas of 2022 Qatar World Cup Using Big Data Analysis

  • Kyung-Won, Byun (Department of graduate school of business Administration, Dankook University)
  • Received : 2023.01.10
  • Accepted : 2023.01.20
  • Published : 2023.02.28
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Abstract

The purpose of this study is to analyze the big data of Adidas brand participating in the Qatar World Cup in 2022 as a FIFA partner to understand useful information, semantic connection and context from unstructured data. Therefore, this study collected big data generated during the World Cup from Adidas participating in sponsorship as a FIFA partner for the 2022 Qatar World Cup and collected data from major portal sites to understand its meaning. According to text mining analysis, 'Adidas' was used the most 3,340 times based on the frequency of keyword appearance, followed by 'World Cup', 'Qatar World Cup', 'Soccer', 'Lionel Messi', 'Qatar', 'FIFA', 'Korea', and 'Uniform'. In addition, the TF-IDF rankings were 'Qatar World Cup', 'Soccer', 'Lionel Messi', 'World Cup', 'Uniform', 'Qatar', 'FIFA', 'Ronaldo', 'Korea', and 'Nike'. As a result of semantic network analysis and CONCOR analysis, four groups were formed. First, Cluster A named it 'Qatar World Cup Sponsor' as words such as 'Adidas', 'Nike', 'Qatar World Cup', 'Sponsor', 'Sponsor Company', 'Marketing', 'Nation', 'Launch', 'Official', 'Commemoration' and 'National Team' were formed into groups. Second, B Cluster named it 'Group stage' as words such as 'Qatar', 'Uruguay', 'FIFA' and 'group stage' were formed into groups. Third, C Cluster named it 'Winning' as words such as 'World Cup Winning', 'Champion', 'France', 'Argentina', 'Lionel Messi', 'Advertising' and 'Photograph' formed a group. Fourth, D Cluster named it 'Official Ball' as words such as 'Official Ball', 'World Cup Official Ball', 'Soccer Ball', 'All Times', 'Al Rihla', 'Public', 'Technology' was formed into groups.

Keywords

Acknowledgement

The present research was supported by the research fund of Dankook University in 2021

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