Acta Universitatis Carolinae Kinanthropologica (AUC Kinanthropologica) is an international peer reviewed journal for the publication of research outcomes in the humanities, the social sciences and the natural sciences, as applied to kinathropology. It is a multidisciplinary journal accepting only original unpublished articles in English in the various sub-disciplines and related fields of kinanthropology, such as Anthropology, Anthropomotorics, Sports Pedagogy, Sociology of Sport, Philosophy of Sport, History of Sport, Physiology of Sport And Exercise, Physical Education, Applied Physical Education, Physiotherapy, Human Biomechanics, Psychology of Sport, Sports Training and Coaching, Sport Management, etc. The journal also welcomes interdisciplinary articles. The journal also includes reports of relevant activities and reviews of relevant publications.

The journal is abstracted and indexed by CNKI, DOAJ, EBSCO, ERIH PLUS, SPOLIT, SPORTDiscus, and Ulrichsweb.

AUC KINANTHROPOLOGICA, Vol 57 No 2 (2021), 195–217

Market potential of TikTok in the context of the communication range of soccer players on social networks

Jan Šíma

published online: 20. 12. 2021


The study aims to put the social network TikTok into the context of the marketing attractiveness and potential of soccer players in terms of communication range through social networks. Soccer clubs can assess the expenses of gaining additional followers through a purchased player by an evaluation of the market efficiency of individual soccer players’ followers. The study also documents positive effects ensuing from the acquisition of further followers thanks to the purchase of such a player including image, connection with fans, global reach, additional external funds through sponsorship and the sale of television rights, loyal fans and other so-called “extra-football qualities”. The study thus brings new perspectives on TikTok, as a network which has so far not been thoroughly researched, in the field of the most popular sport in the world, soccer.

keywords: TikTok; soccer players; social media; market value; market efficiency; penetration of social network

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