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

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  • Teodor Dima

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.

Suggested Citation

  • Teodor Dima, 2015. "Social Media Usage In European Clubs Football Industry. Is Digital Reach Better Correlated With Sports Or Financial Performane?," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 18(55), pages 117-128, March.
    • Handle: RePEc:rej:journl:v:18:y:2015:i:55:p:117-128
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    File URL: http://www.rejournal.eu/sites/rejournal.versatech.ro/files/articole/2015-03-17/3248/ydima.pdf
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    References listed on IDEAS

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    1. Andrea N. Eagleman, 2013. "Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies," Sport Management Review, Taylor & Francis Journals, vol. 16(4), pages 488-497, October.
    2. Eagleman, Andrea N., 2013. "Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies," Sport Management Review, Elsevier, vol. 16(4), pages 488-497.
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    Cited by:

    1. Fabíola Zambom-Ferraresi & Belén Iráizoz & Fernando Lera-López, 2019. "Are football managers as efficient as coaches? Performance analysis with and inputs in the Premier league," Applied Economics, Taylor & Francis Journals, vol. 51(3), pages 303-314, January.

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    More about this item

    Keywords

    media; digital reach; correlation coefficient; football club.;
    All these keywords.

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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