Abstract

This paper examines how fans of the national teams of Portugal, Spain, Morocco and Iran, the so-called Group B of the 2018 FIFA World Cup, got involved with their respective official Facebook pages and how the fan pages related to stakeholders. The strategy adopted is based on a quantitative approach to the data flows produced, between 1 April 2017 and 3 May 2018, by fan pages and their users. The sample consists of 3068 posts and close to 11 million interactions on the network. Data were extracted via Facebook Graph API and treated with Gephi software. Results reveal that offline social contexts highlight the opportunities and the involvement bans, in a logic in which football goes far beyond the pitch. This research also allowed to map the relationship between fan pages and their key influencers on a global scale, focussing on the content produced.

摘要

本文研究了葡萄牙、西班牙、摩洛哥和伊朗国家队（所谓的 2018 年 FIFA 世界杯 B 组）的球迷如何参与各自的官方 Facebook 页面，以及球迷页面如何与利益相关者相关联。所采用的策略基于对粉丝页面及其用户在 2017 年 4 月 1 日至 2018 年 5 月 3 日期间产生的数据流的定量方法。该样本包含 3068 个帖子和网络上近 1100 万次互动。数据是通过 Facebook Graph API 提取的，并用 Gephi 软件处理。结果表明，线下社交环境突出了机会和参与禁令，在这种逻辑下，足球远远超出了球场。这项研究还可以在全球范围内绘制粉丝页面与其主要影响者之间的关系，