The social media activity of top athletes during the global suspension of sports competitions - based on the example of Instagram

• Authors: Marcin Leszczyński , Adam Metelski

Title variants

PL

Aktywność czołowych sportowców w mediach społecznościowych podczas globalnego zawieszenia rozgrywek sportowych - na przykładzie Instagrama

Abstracts

PL

W marcu 2020 roku większość zawodów sportowych na świecie została zawieszona z powodu pandemii COVID-19. W tej sytuacji zapotrzebowanie kibiców na informacje o najlepszych sportowcach nie mogło być w pełni zaspokojone w sposób tradycyjny, czego wynikiem był wzrost popularności mediów społecznościowych. Celem artykułu jest identyfikacja czynników wpływających na zaangażowanie fanów sportu w mediach społecznościowych, bazując na przykładzie Instagrama. Jako wskaźniki uwzględniono liczbę polubień i komentarzy, a także liczbę polubieni i komentarzy podzieloną przez liczbę followersów (właściwe wskaźniki zaangażowania). Wyniki przeprowadzonego badania pokazują jakie typy postów generowały największe zaangażowanie.

EN

In March 2020, most sports competitions in the world were suspended due to the COVID-19 pandemic. Fan demand for information about top athletes could not be fully satisfied traditionally, that is why social media have grown in popularity. This article aims to identify the factors that affect the engagement of sports fans on social media and is based on the example of Instagram. The number of likes, comments as well as the number of likes and comments divided by the number of followers (appropriate engagement rates), were taken into account as engagement indicators. The results clearly show what types of posts generated the most engagement.

Keywords

EN

Instagram; social media; communication; athletes; sport; engagement; likes; comments

PL

Instagram; media społecznościowe; komunikowanie; sportowcy; sport; zaangażowanie; polubienia; komentarze

• Publisher: Polskie Wydawnictwo Ekonomiczne
• Journal: Marketing i Rynek
• Year: 2021
• Issue: 4
• Pages: 10-17

Dates

published

2021

Contributors

author

Marcin Leszczyński

• Uniwersytet Ekonomiczny w Poznaniu

• https://orcid.org/0000000348966237

author

Adam Metelski

• Uniwersytet Ekonomiczny w Poznaniu

• https://orcid.org/0000000310167579

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Identifiers

DOI

10.33226/1231-7853.2021.4.2

Biblioteka Nauki

2068682