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Analyzing Social Effects of Olympic Games on Winter Sports with Baidu Index |
Zhang Yan,Wang Ziwei(),Ye Pengqian |
School of Economics and Management, Communication University of China, Beijing 100024, China |
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Abstract [Objective] This paper explores the impacts of the Olympic Games on the public attention of ice and snow sports, aiming to support the promotion of winter sports. [Methods] We collected data from the Baidu index to conduct the Wilxcon rank sum test and correlation analysis. Then, we built a two-way fixed effect model with the LSDV method to test related hypotheses. [Results] The Olympic Winter Games Beijing significantly improved the Baidu Index of ice and snow sports and related equipment or venues. Winter Olympic medals, especially gold medals, significantly increased the Baidu Index of associated sports. Public preferences and the star athletes were positively related to the attention of winter sports, which also increased the social impact of the Winter Olympics and medals. [Limitations] We only examined the Baidu Index of the Olympic Winter Games Beijing, which needs to be expanded. [Conclusions] Major winter games and results, public preferences, and star athletes could promote winter sports in China.
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Received: 21 November 2022
Published: 22 March 2023
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Fund:National Key R&D Program Project(2020YFF0305300);subject three “Research on the construction of a global communication model for the Winter Olympics and key technologies for enhancing the influence of international communication”(2020YFF0305303) |
Corresponding Authors:
Wang Ziwei,ORCID: 0000-0002-5413-8713,E-mail:wangzv@foxmail.com。
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