Özet:

This research was created by making use of the opinions of Twitter users about the Qatar 2022 World Cup, which has a great impact on the world. The countries and the football players who participated in the World Cup, the country where the organization was held, and the general assessments constitute the whole of the research. This case study, which reflects a social reality such as the World Cup, was examined by an inductive method. In order to achieve a more successful output in terms of more transparent and professional progress of the process, the MAXQDA program was preferred. This research was structured in two sections. Content analysis of 5,988 tweets posted in Turkish was conducted in the first section. According to the data obtained from the tweets posted by the viewers under the theme "Qatar 2022 World Cup Overview", the first section consists of 4 categories, namely "Organization, Football Players, Countries, and Assessment", 36 codes, and 11 sub-codes. Sentiment analysis of 79,574 tweets was conducted in the second section. Users tweeted Positive (15,973), Slightly positive (30,533), Negative (3,228), Slightly negative (6,529), and Neutral (23,311) emotional tweets. Codes, categories, and themes were created using the "creative coding" option included in the MAXQDA program. The completion of the codes created in the consensus, took place in a total of four months. The analysis was visualized, and the code frequencies were added using the "MAXMaps Hierarchical Code-Subcode Model" option on the "visual tools" tab of the program.

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