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Harnessing Big Data for Soft Power: A Sentiment Analysis of FIFA Qatar 2022

Dalia Abdelrahman Farrag et al.

Event Management2025https://doi.org/10.3727/152599525x17483017436823article
AJG 2ABDC A
Weight
0.41

Abstract

This study explores the shifting perspectives and controversies surrounding the FIFA World Cup Qatar 2022 through the lens of Twitter (X) data and how Qatar used the World Cup as a platform for sports diplomacy, enhancing its soft power through infrastructure investments, cultural initiatives, and reforms aimed at addressing security and geopolitical concerns. The study uses advanced data analytics and sentiment analysis techniques to measure the shift in perceptions about the FIFA World Cup Qatar 2022. A theme-based analysis was adopted, in addition to using the pretrained word-embedding model. A total data set of 30,935,069 unique tweets was examined. Three of the four hypotheses were supported. Specifically, the hypotheses regarding shifting perceptions of cultural inclusion and alcohol, transportation infrastructure, and weather received backing. This study offers insights into how nations navigate global scrutiny during mega-sporting events to enhance their image and influence.

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https://doi.org/https://doi.org/10.3727/152599525x17483017436823

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@article{dalia2025,
  title        = {{Harnessing Big Data for Soft Power: A Sentiment Analysis of FIFA Qatar 2022}},
  author       = {Dalia Abdelrahman Farrag et al.},
  journal      = {Event Management},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.3727/152599525x17483017436823},
}

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.