2023 Volume 42 Issue 4 Pages 39-50
The aim of this study is to examine consumer reactions to negative incidents of sponsorship contracts for sporting events. Specifically, the paper is an exploratory study of reactions to sponsors of the Tokyo 2020 Olympics (which were actually held in 2021). Sponsorship corruption at the 2020 Olympics was pointed out in 2022, after which Twitter users posted negative comments about sponsorship companies. The paper examines this negative word-of-mouth consumer reaction on Twitter using the example of Olympic corruption, and especially the cases of Aoki and Kadokawa as Olympic sponsors involved in this corruption. The paper analyzes the common words that occurred in each period in response to negative incidents. The results show that once a negative incident occurs, there is no change in frequently used terms and negative words, regardless of whether the consumer reaction increases or decreases.
