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MetelskiAdam,LeszczyńskiMarcin. The digital transformation of football clubs based on the example of social media. Journal of Education, Health and Sport. 2022;12(5):204-214. eISSN 2391-8306. DOI http://dx.doi.org/10.12775/JEHS.2022.12.05.015 https://apcz.umk.pl/JEHS/article/view/JEHS.2022.12.05.015 https://zenodo.org/record/6572707 The journal has had 40 points in Ministry of Education and Science of Poland parametric evaluation. Annex to the announcement of the Minister of Education and Science of December 21, 2021. No. 32343. Has a Journal's Unique Identifier: 201159. Scientific disciplines assigned: Physical Culture Sciences (Field of Medical sciences and health sciences); Health Sciences (Field of Medical Sciences and Health Sciences). Punkty Ministerialne z 2019 - aktualny rok 40 punktów. Załącznik do komunikatu Ministra Edukacji i Nauki z dnia 1 grudnia 2021 r. Lp. 32343. Posiada Unikatowy Identyfikator Czasopisma: 201159. Przypisane dyscypliny naukowe:Nauki o kulturze fizycznej (Dziedzina nauk medycznych i nauk o zdrowiu); Nauki o zdrowiu (Dziedzina nauk medycznych i nauk o zdrowiu). © The Authors 2022; This article is published with open access at Licensee Open Journal Systems of Nicolaus Copernicus University in Torun, Poland Open Access. This article is distributed under the terms of the Creative Commons Attribution Noncommercial License which permits any noncommercial use, distribution, and reproduction in any medium, provided the original author (s) and source are credited. This is an open access article licensed under the terms of the Creative Commons Attribution Non commercial license Share alike. (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non commercial use, distribution and reproduction in any medium, provided the work is properly cited. The authors declare that there is no conflict of interests regarding the publication of this paper. Received: 04.04.2022. Revised: 29.04.2022. Accepted: 23.05.2022. The digital transformation of football clubs based on the example of social media Adam Metelski Poznań University of Economics and Business, Poznań, POLAND, adam.metelski@ue.poznan.pl, ORCID: 0000-0003-1016-7579 Marcin Leszczyński Poznań University of Economics and Business, Poznań, POLAND, marcin.leszczyński@ue.poznan.pl, ORCID: 0000-0003-4896-6237 Funding: The study was conducted within the research project Economics in the face of the NewEconomy financed within the Regional Initiative for Excellence programme of the Minister of Scienceand Higher Education of Poland, years 2019–2022, grant no. 004/RID/2018/19, financing 3,000,000 PLN. Abstract Purpose: Digital transformation has significant growth potential for countries and organizations, and this also applies to sports. One of the examples of digital transformation is the use of social media by football clubs. Their goal is to arouse interest and maintain relationships with as many fans as possible. The article aims to present the significance of social media in football clubs, as well as to identify factors that may affect the number of clubs’ followers. Design/methodology/approach: The article presents which football clubs are the most popular on social media today, and on the example of FC Barcelona, Juventus F.C., and Paris Saint-Germain F.C. shows how the number of followers has changed in last few years. What's more, on the example of the top Polish football league – Ekstraklasa, it was checked what factors affect the number of clubs’ followers. Findings:In the analysed clubs, the highest increase in followers was recorded among Instagram users. The study based on Ekstraklasa, showed that there is a significant correlation between sports results and the number of followers. This means that a better position in the league is associated with more followers on social media. The example of the Ekstraklasa also showed that the club's city population is strongly positively correlated with the number of its followers. Research and practical limitations/implications:The limitation of the study is that it focuses only on football and selected clubs. Accordingly, in some countries or sports may occur different dependencies. Originality/value: Nowadays, the number of social media followers is an indicator of a club’s popularity and commercial appeal, all of which is directly related to the finances of a club. Therefore, identifying the factors that may affect the number of football clubs’ followers seems to be important from the perspective of the whole professional sport. Keywords:digital transformation, social media, football clubs, football fans. |
