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.

中文翻译：

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我们发布的内容越多越好吗？足球联赛社交媒体资料上球迷参与度的比较分析

 目的

在充满活力、不断发展的体育格局中，社交媒体已成为体育组织与球迷建立有意义联系的不可或缺的工具。技术进步的快速发展已将这些数字平台从战略管理框架中的补充角色提升为关键地位。现有文献探讨了足球俱乐部如何利用社交媒体，但缺乏在足球联赛背景下分析社交媒体策略。尤其值得注意的是，缺乏对不同地理区域的俱乐部进行基准测试、同时分析多个社交媒体平台的比较研究。在这项研究中，对欧洲、南美和北美著名足球联赛的社交媒体参与度进行了全面分析。

设计/方法论/途径

该研究利用关系营销并采用内容分析作为方法论工具，检查了 Facebook、Twitter 和 Instagram 上八个足球联盟官方账户的 10,772 条帖子。

 发现

在各个联盟中，调查结果表明，内容质量比频率更能推动参与度。此外，还确定了几种促进参与的格式组合，Instagram 成为产生粉丝参与的顶级社交媒体平台。

 原创性/价值

这是首批专注于优化社交媒体使用以同时增强不同地区、社交媒体帐户和格式的粉丝参与度的实证研究之一。