As sport organizations leverage social media as a critical component of marketing strategy, tools for exploring the large volume of sport consumer social media conversations are vital. This scholarship demonstrates the value of unsupervised latent Dirichlet allocation (LDA) as a tool for exploring consumers’ digital conversations. Specifically, unsupervised LDA was applied to derive latent topics among Women’s National Basketball Association-related Twitter conversation over the course of the 2020 season. Quantitative (cv and umass scores) and qualitative (two expert reviews) approaches...Read more
