Sport prosumer networks: exploring prosumption value in Twitter conversations during COVID-19

Bond, Alexander John, Widdop, Paul ORCID: https://orcid.org/0000-0003-0334-7053, Cockayne, David and Parnell, Daniel (2021) Sport prosumer networks: exploring prosumption value in Twitter conversations during COVID-19. Managing Sport and Leisure. pp. 1-17. ISSN 2375-0472

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Abstract

Purpose: Value within prosumption systems such as Twitter is underexplored. We adopt an economic sociology perspective to measure prosumption value, using the #ProjectRestart campaign as football looked to resume following COVID-19. Design: We use social network analysis to analyse 21,000 tweets involving 10,810 Twitter users using the #ProjectRestart hashtag. Specifically, we apply network theory measures, community clustering, betweenness, domain prestige and proximity prestige to explore how prosumption value can be measured. Findings: Our empirical findings demonstrate how value can be perceived within prosumption systems. Specifically, it shows how developing cohesive prosumer networks is vital in exploiting prosumer capital, creating value in the virtual space, which is imperative in negotiating through times of uncertainty, like COVID-19. Practical Implications: The practical implications encourage the industry to think of value in the virtual space differently, embedding this into future management strategies. Research Contribution: This research provides a theoretical contribution of prosumer value, blending prosumption and economic sociology theories. Empirically, it demonstrates how actors in the football world used prosumer networks to create value during the COVID-19 pandemic.