我们发得越多越好?足球联赛社交媒体上球迷参与度的比较分析

Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas, Christos Anagnostopoulos
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引用次数: 0

摘要

目的在充满活力、不断发展的体育环境中,社交媒体已成为体育组织与粉丝建立有意义联系的不可或缺的工具。技术的飞速发展使这些数字平台在战略管理框架中的作用从辅助性提升到了举足轻重的地位。现有文献探讨了足球俱乐部如何利用社交媒体,但缺乏对足球联赛社交媒体战略的分析。尤其值得注意的是,缺乏对不同地理区域的俱乐部同时分析多个社交媒体平台的比较研究。本研究全面分析了欧洲、南美和北美受人尊敬的足球联赛的社交媒体参与情况。研究以关系营销为基础,以内容分析为方法工具,研究了八个足球联赛的官方账户在 Facebook、Twitter 和 Instagram 上发布的 10772 篇帖子。此外,研究还发现了几种能促进参与度的形式组合,Instagram 则成为最能激发球迷参与度的社交媒体平台。原创性/价值这是首批实证研究之一,研究重点是优化社交媒体的使用,以同时在不同地域、社交媒体账户和形式上扩大球迷参与度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues

Purpose

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America.

Design/methodology/approach

Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram.

Findings

Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement.

Originality/value

This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.

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