Abstract / Description of output

The project consisted of three sets of data driven activities, including (i) an analysis of Scottish football conversational sentiments, generated through online communications; (ii) a spatial and demographic analysis of supporters and non-supporters and (iii) a cataloguing of a Scottish football data set.

This micro briefing focuses upon specific data capture around international engagement on the social media site YouTube, through analysing engagement with content produced by the four football clubs that partnered in the study, namely Aberdeen FC, Hibernian FC, Heart of Midlothian FC, and Motherwell FC.
Original languageEnglish
Place of PublicationEdinburgh
PublisherAcademy of Sport
Commissioning bodyScottish Funding council
Number of pages1
Publication statusPublished - 10 Sept 2021

Publication series

NameMicro-Briefing Papers on Data Driven Innovation and the Scottish Football Industry
PublisherEdinburgh University


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