Information management through social networks in selected sports clubs

• Autorzy: Kowalski Sławomir

Identyfikatory

DOI

10.29119/1641-3466.2025.215.15

• Języki publikacji: EN

Abstrakty

EN

Purpose: The main purpose of the article is to verify the similarity of ratings of groups of social media types. The study was conducted on speedway sport fans in Poland. An additional aim is to find differences in the perception of the variety of factors influencing the attractiveness and quality of social media pages. The reason for the article was also the need to find a relatively new and easy method to study media diversity in order to make decisions about managing communication with content audiences. Design/methodology/approach: The main interview method was used to achieve the intended purpose, based on a survey questionnaire targeted at active social media users of speedway clubs. Based on numerical data collected between 21 and 31 October 2024, a hypothesis was made about the homogeneity of social media use and the factors influencing the quality of communication. The data were statistically analysed using the Kruskal-Wallis ANOVA test. The subject of the study was respondents' assessments of the degree of comparability of fads and the factors characterising them. Only the evaluations of respondents who were active on social media were included in the study. Results: The results of the study provided statistical characteristics to verify the hypothesis of similarity of social media-related characteristics according to the procedure presented. Limitations/conclusions of the study: The main limitations of the study are the variety of factors that can influence communication management in sports organisations, as well as the multi-channel nature of the methods of reaching stakeholders. The paper focuses mainly on social media differences without identifying the strength of these differences. In the future, this approach can be adapted to address communication management issues, but requires more explicit results. Practical implications: the Kruskal-Wallis ANOVA method is a modification of the existing ANOVA/MANOVA method. The in-depth method used in this paper was chosen because in comparative tests the basic condition is a normal distribution for the individual series. The method used allows this condition to be bypassed, and this allows it to be used freely to learn about the assessment of social media homogeneity. It provides sports companies with a tool to recognise their competitive position in terms of marketing communication and the effectiveness of its online tools. Social implications: It is assumed that with the optimal application of the proposed research method, a tool is gained to objectively assess the homogeneity of the media and the factors that characterise it. This allows for a more effective management of communication outside the sports organisation. The method replaces the qualitative assessment of this management by showing the position among different types of media or factors. Originality/value: The article targets different companies active in the online space in multiple social media. The novelty is that the data obtained in the face-to-face survey provides a basis for analysis and answers the question of diversity and quality. The method used for social media is included for the first time. Knowledge of the diversity of groups influences communication management.

Słowa kluczowe

EN

social media; management; communication

PL

media społecznościowe; zarządzanie; komunikacja

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2025
• Tom: z. 215
• Strony: 243--257
• Opis fizyczny: Bibliogr. 39 poz.

Twórcy

autor

Kowalski Sławomir

• Faculty of Management, Częstochowa University of Technology

• https://orcid.org/0000-0002-5421-5053

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).