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Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social media content. Design/methodology/approach A total of 1,711,084 posts were collected for analysis, focusing on FIFA World Cup Qatar 2022, XLI Marathon Valencia Trinidad Alfonso 2022 and Davis Cup 2022, with a particular emphasis on the Spain brand. Through Atribus, diverse social media data were recovered and analyzed. Later, we recommended employing various metrics and ANOVAs to address the research questions. Additionally, we conducted a sentiment analysis. Findings The results show differences between (1) the use and relevance of social network platforms and events and (2) the content generated by different countries. The practical implications offer valuable insights for sports event organizers, destination managers and other stakeholders. The research implications suggest potential avenues for future research based on the observed patterns and behaviors in social media posts related to sports events and Brand Spain. Originality/value (1) Some papers have studied the role of sports events’ social media, ignoring the comparison among different social media platforms; (2) usually, previous literature has focused on a single event or sport and (3) although there is considerable research related to the strategic and operational Inés Küster Boluda Inés Küster Boluda role of social media, there is less systematic analysis related to the extent sports events use social media in general and in specific social media platforms and virtually nonexistent studies that employ index measurements. 研究目的 本研究擬分æ��就三個與西ç�­ç‰™å“�牌有關的國際體育賽事而言，體育社交媒體å°�一個國家的影響。俱體而言，本研究擬æ�¢è¨�： (一) ã€�å�„體育賽事社交媒體平å�°çš„使用和其é‡�è¦�性，以å�Š (二) ã€�是哪些國家生æˆ�最多的社交媒體內容。 研究設計/方法/理念 研究人員收集共計1,711,084帖å­�以便進行分æ��;其焦é»�放在2022å¹´å�¡å¡”爾世界盃 (å�³2022年國際足è�¯ä¸–界盃) ，2022年特尼利尼é�”阿方索馬拉æ�¾è³½ï¼�瓦倫西äº� (XLI Marathon Valencia Trinidad Alfonso 2022) å’Œ2022å¹´å�°ç¶­æ–¯ç›ƒ;研究人員特別把é‡�é»�放在西ç�­ç‰™å“�牌上。研究人員é€�é�� Atribus é‡�æ–°å�–得多種多樣的社交媒體數據，然後進行分æ��。之後，研究人員建議使用ä¸�å�Œçš„度é‡�和方差分æ��å�»è™•ç�†å�„研究å•�題，以å�Šé€²è¡Œäº†æƒ…感分æ��。 研究結果 研究çµ�æ�œé¡¯ç¤ºäº†ä»¥ä¸‹å…©è€…之差異：(一) ã€�社交網絡平å�°å’Œæ¯”賽項目的使用和關è�¯ï¼Œä»¥å�Š (二) ã€�ä¸�å�Œåœ‹å®¶ç”Ÿæˆ�的內容。å¾�這個研究發ç�¾ï¼Œé«”育賽事的籌辦者ã€�目的地管ç�†äººå“¡å’Œå…¶å®ƒåˆ©ç›Šç›¸é—œè€…，å�‡æœƒç�²å¾—寶貴的實務啟示;至於就未來學術研究的路å�‘而言，學者和研究人員或許å�¯è§€å¯Ÿé—œæ–¼é«”育賽事和西ç�­ç‰™å“�牌的社交媒體帖å­�裡顯示的模å¼�和行為，å¾�而找到å�ˆé�©çš„研究路徑。 研究的原創性 本研究有以下的貢ç�»ï¼š(一) ã€�å¾�å‰�的研究多å�ªæ�¢è¨�關於體育賽事的社交媒體所扮演的角色，而忽略了è¦�比較ä¸�å�Œç¤¾äº¤åª’體平å�°çš„需è¦�;(二) ã€�é��å�»çš„æ–‡ç�»é€šå¸¸è�šç„¦æ–¼å–®ä¸€çš„賽事或é�‹å‹•ä¸Š;以å�Š (三) ã€�雖然æ�¢è¨�關於社交媒體在戰略上和在æ“�作上所扮演的角色的研究為數ä¸�少，但甚少研究ã€�就體育賽事大體使用社交媒體的程度，或使用特定的社交媒體平å�°çš„程度進行分æ��å’Œæ�¢è¨�。å†�者，幾ä¹�沒有學者或研究人員在有關的研究上使用指標測é‡�法;就此三é»�而言，本研究å�¯èªªå¡«è£œäº†æœ‰é—œçš„研究空白。