Comparative study focusing on digital marketing : World Cup 2014 vs World Cup 2018

Abstract

The purpose of the study is to compare the 2014 World Cup in Brazil with the 2018 edition in Russia with regards to social media. Additionally, the author is interested in understanding in what way FIFA went about this during the cycle between the two World Cups in question. The study aims to compare the main similarities and differences between the World Cups and to answer the main research question. The method of data collection was of a qualitative nature, by means of interviews and monitoring. The author aimed to gather relevant information from both sources and sought to find out whether the answers produced a similar picture. Furthermore, the author observed whether any new particular social media platforms were used and how the ideas with regards to social media were generated. The main findings from the study were that generally the same platforms were used but the main differences were within the content that each platform produced, the focused graphics team, and the introduction of the new systems and platforms for the 2018 World Cup. The majority of the findings were analysed in detail during the interviews, but were backed up by what was analysed during the monitoring phase of the study. The main limitation was the fact that not much research had been found regarding the numbers and the analysis of the 2018 event, but by means of the interview much more information was garnered.