Using Tweets as a Measure of Sponsor Engagement: Halifax Pride 2018

Nicole Slipp


The following paper considers what researchers can learn from Twitter alone about selected individuals or small groups of users and their sentiments on particular topics. More specifically, it attempts to evaluate the usability of data from Twitter as a measure of sponsor engagement in public events. Given that corporate and government sponsorship of Pride festivals is a pressing ethical concern for LGTBQ communities, this study takes the 2018 Halifax Pride Festival as its case study and performs both quantitative and qualitative analysis of the tweets of sponsors. Analyzing the Twitter data of sponsors of this event reveals some patterns of engagement and identifies the most engaged and informed sponsors.

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