Social Media Usage In European Clubs Football Industry. Is Digital Reach Better Correlated With Sports Or Financial Performane?

Teodor Dima

Romanian Economic Journal, 2015, vol. 18, issue 55, 117-128

Abstract: Social media is likely the marketing and communication channel which grew fastest from "unique and modern" to "mandatory". Presented as a solution for the future, usage of media channels has already become a key part of any brand promoting campaign or business expansion effort. And football clubs line up with this trend. Development of the new media elements solves two fundamental needs for business units specialized in sports: the need for faster and more efficient communication with fans - a true two-way relationship - and the need to expand the base of supporters using marketing tools. This paper presents the usage of social media networks in European club football industry, the mix of channels used and the increase of digital supporters for the top teams. This academic approach also examines the correlation between the digital reach of the richest clubs in the world and their sports and financial results. This study shows the growing importance that social media plays in the sports industry, initiating a debate on the relationship between the digital expansion of a football club and its sports and financials indicators.

Keywords: media; digital reach; correlation coefficient; football club. (search for similar items in EconPapers)
JEL-codes: A13 L83 M31 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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