Dr. Balamurugan Annamalai, Assistant Professor, Marketing Area published a paper in the Event Management journal (ABDC A).

The paper “Driving Digital Consumer Engagement for Sponsor Brands: The Case of FIFA World Cup 2022” delves into the impact of language on social media engagement during major sporting events. By analyzing millions of tweets from FIFA World Cup 2022 sponsors, the study reveals how different language styles - from motivational drives to social cues - influence consumer interaction. These findings offer valuable insights for businesses seeking to maximize their social media impact during sponsored events.