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Content strategy and fan engagement in social media : the case of PyeongChang Winter Olympic and Paralympic Games / Asli Cazorla Milla, Leonardo José Mataruna-Dos-Santos, Hussein Muñoz Helú

Cazorla Milla, Asli | Mataruna-dos-Santos, Leonardo José | Muñoz Helú, Hussein

This paper investigates the pillars of content strategy and fan engagement in social networks during 2018 PyeongChang Winter Olympics and Paralympics. It aims to seek reasons behind the differences in fan engagement in social media channels of PyeongChang Winter Olympics and Paralympics. Facebook and YouTube channels are used to analyze engagement and growth.

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