Mega Sporting Events and Technology: The Role of Social Networks in Co-creating Value for the Olympic Games

This paper investigates the application of new technologies, specifically social networks, in the mega sporting events, adopting the value co-creation perspective. We aim to evidence how, by adopting the co-creation value concept, thanks to the new technologies, specifically the innovative communication channels, the Olympic Games assume a greater value and are more successful in terms of followers, as athletes, fans, participants, and so forth. Thanks to the spread of social networks in the Olympic Games, the general consumers, mainly the fans, are able to give feedbacks, opinions, suggestions, and evidence criticisms about the same mega sporting events, by interacting directly with athletes, organizers and all the actors involved in this very complex managerial and organizing process. This study, conducted through a review of the literature and a comparative analysis of Summer Olympic Games editions during the period 1992–2016, represents a research starting point that allows us to evidence the crucial role played by the social networks in the mega sporting events improving their social value in the co-creation value perspective. This paper may provide interesting theoretical and managerial implications.