Digital Fan Engagement Strategies in African Football: A Content and Sentiment Analysis

Abstract

This study investigates digital fan engagement strategies in African football through content and sentiment analysis, focusing on social media interactions of three prominent clubs: Al Ahly (Egypt), Mamelodi Sundowns (South Africa), and Kano Pillars (Nigeria). Using a mixed-methods approach, the research analyzes 1,800 posts and 25,000 comments from Twitter and Instagram between January and June 2024 to evaluate the effectiveness of content types and fan sentiments. Content analysis categorized posts into match-related, player-focused, community-oriented, promotional, and cultural types, while sentiment analysis classified fan responses as positive, neutral, or negative. Findings reveal that community-oriented (15%) and cultural posts (10%) generated the highest engagement (6,000 and 5,800 likes, respectively) and positive sentiments (70% and 65%), while promotional posts had the lowest engagement (3,500 likes) and neutral sentiment (40%). Match-related content, dominant at 40%, showed moderate engagement but higher negative sentiment (20%) during poor team performance. Al Ahly exhibited the strongest positive sentiment (60%), while Kano Pillars faced higher negative sentiment (20%) due to inconsistent results. Instagram drove higher likes, and Twitter more comments, reflecting platform-specific strengths. The digital divide skewed interactions toward urban fans, highlighting accessibility challenges. These findings align with prior research emphasizing authentic, culturally relevant content and the impact of team performance on fan reactions. African clubs should prioritize community and cultural content to foster loyalty and use sentiment analysis to navigate performance setbacks, enhancing brand equity and inclusivity.