Revista Mediterránea de Comunicación

¿Quién lidera la conversación? Los usuarios influyentes de Twitter durante un evento deportivo de nicho

José-María Lamirán-Palomares, Amparo Baviera-Puig, Tomás Baviera

DOI: https://doi.org/10.14198/MEDCOM.20488

Resumen

Los seguidores de los deportes de nicho suelen encontrar escaso contenido en los medios de comunicación debido a su limitada audiencia. En cambio, los medios sociales permiten seguir estos deportes específicos. El dinamismo de estos medios se basa en la participación individual, de tal forma que usuarios prominentes conducen la conversación social gracias a su capacidad de influencia. Sin embargo, la complejidad del concepto de influencia dificulta identificar a estos usuarios clave. Nuestra investigación propone una medida de la influencia en Twitter basada en variables obtenidas de la plataforma (número de tweets, número de retweets y número de seguidores) y otras calculadas a partir del Análisis de Redes Sociales (outdegree, indegree y PageRank). Para componer este índice se utilizó el Proceso de Jerarquía Analítica. Esta medida se aplicó a la conversación generada en Twitter en torno a los Mundiales de Ciclismo en Pista 2018. A partir de un corpus de 19.701 tweets, identificamos a los 25 usuarios más influyentes del evento. Los resultados indican que los organizadores y ciclistas participantes jugaron un papel relevante en Twitter. Además, la distribución geográfica de estos usuarios influyentes reflejó la dependencia cultural que tienen los deportes de nicho.


Palabras clave

AHP; ciclismo; deportes de nicho; eventos deportivos; usuarios influyentes; Twitter.

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DOI: https://doi.org/10.14198/MEDCOM.20488





Copyright (c) 2018 José María Lamirán Palomares, Amparo Baviera-Puig, Tomás Baviera Puig

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