Czasopismo
Tytuł artykułu
Autorzy
Warianty tytułu
Języki publikacji
Abstrakty
Purpose: The main purpose of the article is to identify the ways in which sports organisations communicate online, mainly using social media. An additional objective is to find differences in the target audience in social media on the basis of the numbers determining the activity of the audience of the communication pages. The reason for the article was also to identify a relatively novel and easy mathod to measure the effects of communication through these media.
Design/methodology/approach: To achieve the intended purpose, a method of desk research and numerical data covering the activity of selected sports clubs (organisations) on the most popular portals in the period from 1 to 31 July 2023 was used. The data will be statistically analysed using standardised indicators to enable comparison. The subjects of the study were the three leading sports clubs of the highest men's football competition class in Poland, as the most active in the online space and generating the highest interest.
Findings: The outcome of the study was to establish a ranking of the use of social networking sites in the clubs' communication with their stakeholders and the differences between the effects of messages in these media.
Research limitations/implications: The main limitations of the study are the variety of factors that can influence communication management in sports organisations, as well as the multichannel nature of the methods of reaching stakeholders. The main focus of the paper is on social media and how to use data from this source. In the future, this approach can be adapted in solving communication management problems.
Practical implications: The method used in the article is flexible, allowing it to be used freely to find out the effectiveness of companies' social media activities. Companies operating in homogeneous markets receive, thanks to the presented one, a tool for recognising their competitive position in terms of marketing communication and the effectiveness of its tools on the Internet.
Social implications: It is assumed that with the optimal application of the proposed survey method, a tool is gained for the objective evaluation of the communication management policy through social media. The method replaces a qualitative assessment of this management, showing the position among different types of media or competitors.
Originality/value: The article is aimed at various companies active in the online space in multiple social media. The novelty is that publicly available data is standardised and thus comparable. This in turn influences communication management not only at the social media level, but also in multi-channel marketing.(original abstract)
Design/methodology/approach: To achieve the intended purpose, a method of desk research and numerical data covering the activity of selected sports clubs (organisations) on the most popular portals in the period from 1 to 31 July 2023 was used. The data will be statistically analysed using standardised indicators to enable comparison. The subjects of the study were the three leading sports clubs of the highest men's football competition class in Poland, as the most active in the online space and generating the highest interest.
Findings: The outcome of the study was to establish a ranking of the use of social networking sites in the clubs' communication with their stakeholders and the differences between the effects of messages in these media.
Research limitations/implications: The main limitations of the study are the variety of factors that can influence communication management in sports organisations, as well as the multichannel nature of the methods of reaching stakeholders. The main focus of the paper is on social media and how to use data from this source. In the future, this approach can be adapted in solving communication management problems.
Practical implications: The method used in the article is flexible, allowing it to be used freely to find out the effectiveness of companies' social media activities. Companies operating in homogeneous markets receive, thanks to the presented one, a tool for recognising their competitive position in terms of marketing communication and the effectiveness of its tools on the Internet.
Social implications: It is assumed that with the optimal application of the proposed survey method, a tool is gained for the objective evaluation of the communication management policy through social media. The method replaces a qualitative assessment of this management, showing the position among different types of media or competitors.
Originality/value: The article is aimed at various companies active in the online space in multiple social media. The novelty is that publicly available data is standardised and thus comparable. This in turn influences communication management not only at the social media level, but also in multi-channel marketing.(original abstract)
Rocznik
Strony
291--303
Opis fizyczny
Twórcy
autor
- Częstochowa University of Technology
Bibliografia
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- 7. Karasek, A., Hysa, B. (2020). Social Media and Generation Y, Z - a Challenge for Employers. Zeszyty Naukowe Politechniki Śląskiej. Organizacja i Zarządzanie, 144, pp. 237-247. Retrieved from: https://doi.org/10.29119/1641-3466.2020.144.18.
- 8. Kaznowski, D. Podział i klasyfikacja social media. Networked Digital Age. Retrieved from: http:// networkeddigital.com, 12.04.2011.
- 9. Khan, G., Mohaisen, M., Trier, M. (2019). The network ROI: Concept, metrics, and measurement of social media returns (a Facebook experiment). Internet Research, 30(2), 631-652. Retrieved from: https://doi.org/10.1108/INTR-07-2018-0346.
- 10. Kowalski, S., Łazorko, K. (2020). Research on the off-season social media performance of Polish football teams playing in the Ekstraklasa League. Journal of Physical Education and Sport (JPES), Vol. 20, Supplement iss. 2, Art. 169. pp 1217-1224. Retrieved from: https://efsupit.ro/images/stories/april2020/Art%20169.pdf (polish).
- 11. Królewski, J., Sala, P. (2022). E-marketing. Warszawa: PWN, pp. 62-63.
- 12. Li, J., Kim, W.G., Choi, H.M. (2019). Efectiveness of social media marketing on enhancing performance: Evidence from a casual-dining restaurant setting. Tourism Economics, 20(10), 1-20. Retrieved from: https://doi.org/10.1177/1354816619867807290.
- 13. Łysik, Ł., Machura, P. (2014). Rola i znaczenie technologii mobilnych. Media i Społeczeństwo, no. 4, p. 97.
- 14. Mariani, M.M., Mura, M., Di Felice, M. (2018). The determinants of Facebook social engagement for national tourism organizations' Facebook pages: A quantitative approach. Journal of Destination Marketing and Management, 8, pp. 312-325. Retrieved from: https://doi.org/10.1016/j.jdmm.2017.06.003.
- 15. Medjani, F., Rutter, R., Nadeau, J. (2019). Social media management, objectifcation and measurement in an emerging market. Business and Emerging Markets, 11(3), pp. 288-311. Retrieved from: https://doi.org/10.1504/IJBEM.2019.102654.
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- 18. Osokin, N. (2019). User engagement and gratifcations of NSO supporters on Facebook: Evidence from European football. International Journal of Sports Marketing and Sponsorship, 20(1), 61-80. https://doi.org/10.1108/IJSMS-11-2017-0115.
- 19. Polańska, K. (2010). Komunikacja mobilna. Warszawa: Oficyna Wydawnicza SGH, p. 77.
- 20. Pudełko, M. (2020). Prawdziwa historia Internetu. Warszawa: ITStart, p. 15.
- 21. Sadowski, M. (2012). Rewolucja social media. Kraków: Helion, p. 84.
- 22. Segijn, C.M., Maslowska, E., Araujo, T., Viswanathan, V. (2019). Engaging with TV events on Twitter: The interrelations between TV consumption, engagement actors, and engagement content. Internet Research, 30(2), pp. 381-401. Retrieved from: https://doi.org/10.1108/INTR-08-2018-0389.
- 23. Stawarz, B. (2017). Content marketing i social media. Warszawa: PWN, p. 79.
- 24. Treadaway, C., Smith, M. (2011). Godzina dziennie z Facebook marketingiem. Gliwice: Helion, p. 124.
- 25. Trunfo, M., Rossi, S. (2021). Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing, pp. 267-292. Retrieved from: https://doi.org/10.1007/s43039-021-00035-8.
- 26. Yoon, G., Li, C., Ji, Y., North, M., Hong, C., Liu, J. (2018). Attracting comments: digital engagement metrics on facebook and fnancial performance. Journal of Advertising, 47(1), pp. 24-37. Retrieved from: https://doi.org/10.1080/00913367.2017.1405753.
- 27. Zanini, M.T., Carbone de Moraes, F., Lima, V., Migueles, C., Lourenco, C., Reis Irigaray, H.A. (2019). Soccer and twitter: Virtual brand community engagement practices. Marketing Intelligence and Planning, 37(7), pp. 791-805. Retrieved from: https://doi.org/10.1108/ MIP-08-2018-0371
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171684436
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