Sensitizing Netizen’s behavior through influencer intervention enabled by crowdsourcing

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The study’s results propose various practical implications for scholars, event organisations, governments, and policymakers who are interested in digital social communication platforms for the dissemination of sports content to a worldwide audience. The results are more important for event-related information disseminators who wish to convince and hold the audience’s interest thus preventing viewership loss. Sports viewership is affected by the information communicated over social media. In a time of turmoil, users tend to depend on non-organisational agents (friends, family, peers, and digital influencers) for information credibility. Through the mechanism proposed by the authors, sports organisations can identify the prominent social influencers and partner with them for information dissemination, strategy formation to enhance digital sports viewership, and promote sports-related events.

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