AUC KINANTHROPOLOGICA
AUC KINANTHROPOLOGICA

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 It is a multidisciplinary journal accepting only original unpublished articles in English in the various sub-disciplines and related fields of kinanthropology, such as Anthropology, Anthropomotorics, Sports Pedagogy, Sociology of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

DOI: https://doi.org/10.14712/23366052.2021.13
published online: 20. 12. 2021

abstract

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

references (52)

1. Anagnostopoulos, C., Parganas, P., Chadwick, S., & Fenton, A. (2018). Branding in pictures: using Instagram as a brand management tool in professional team sport organisations. European Sport Management Quarterly, 18(4), 413-438. CrossRef

2. Araujo, T. (2019). The impact of sharing brand messages: How message, sender and receiver characteristics influence brand attitudes and information diffusion on Social Networking Sites. Communications, 44(2), 162-184. CrossRef

3. Aregall Abadias, Ò. (2016). Econometric model for the valuation of football players.

4. BiggestGlobalSports.com: A statistics-based analysis of the worldʼs most popular sports (2020). Retrieved from http://www.biggestglobalsports.com.

5. Bolgova, V., Vinopal, M., Nikitina, N., & Pustokhina, T. (2018). Pretty is as pretty plays: the influence of physical attractiveness on the transfer value of football players. Available at SSRN 3203312. CrossRef

6. Datareportal: Digital 2020 - global digital overview (2020). Retrieved from https://datareportal.com/reports/digital-2020-global-digital-overview.

7. Caslavova, E., & Voracek, J. (2019). Marketing Trends in Social Networking Sites Usage in Sport. International Journal of Sport Communication, 3(4), 396-400. UT-WOS: 000467818300003.

8. Coche, R. (2014). What women's soccer fans want: A Twitter study. Soccer & Society, 15(4), 449-471. CrossRef

9. Gibbs, C., O'Reilly, N., & Brunette, M. (2014). Professional team sport and Twitter: Gratifications sought and obtained by followers. International Journal of Sport Communication, 7(2), 188-213. CrossRef

10. Goff, B. L., Kim, H. Y., & Wilson, D. P. (2017). Estimating the market value of collegiate football players from professional factor shares. Applied Economics Letters, 24(4), 233-237. CrossRef

11. Hambrick, M. E., Simmons, J. M., Greenhalgh, G. P., & Greenwell, T. C. (2010). Understanding professional athletes' use of Twitter: A content analysis of athlete tweets. International Journal of Sport Communication, 3(4), 454-471. CrossRef

12. He, M., Cachucho, R., & Knobbe, A. J. (2015). Football Playerʼs Performance and Market Value. In: MLSA@ PKDD/ECML (pp. 87-95).

13. Herm, S., Callsen-Bracker, H. M., & Kreis, H. (2014). When the crowd evaluates soccer players' market values: Accuracy and evaluation attributes of an online community. Sport Management Review, 17(4), 484-492. CrossRef

14. Kanyinda, A., Bouteiller, C., & Karyotis, C. (2012). Human capital: assessing the financial value of football players on the basis of real options theory. Investment management and financial innovations, (9, Iss. 4), 27-37.

15. Kiefer, S. (2012). The impact of the Euro 2012 on popularity and market value of football players (No. 11/2012). Diskussionspapier des Instituts für Organisationsökonomik.

16. Kologlu, Y., Birinci, H., Kanalmaz, S. I., & Ozyilmaz, B. (2018). A Multiple Linear Regression Approach For Estimating the Market Value of Football Players in Forward Position. arXiv preprint arXiv:1807.01104.

17. Li, Z., & Huang, K. W. (2015). The monetary value of twitter followers: Evidences from NBA players.

18. Lock, L. B. (2019). Join Our Team: How sports organizations satisfy the needs of sports fans on Twitter. 2019 NCUR.

19. Majewski, S. (2016). Identification of factors determining market value of the most valuable football players. Journal of Management and Business Administration. Central Europe, 24(3), 91-104. CrossRef

20. Mogale, S. U. (2020). A study on impact of Social Media on adolescent and youth. Studies in Indian Place Names, 40(42), 80-87.

21. Moreno-Jiménez, J. M., & Zaragoza, G. D. M. (2011). An AHP/ANP multicriteria methodology to estimate the value and transfers fees of professional football players. Proceedings ISAHP 2011. CrossRef

22. <bez popisu> CrossRef

23. Omnicore.com: TikTok by the Numbers - Stats, Demographics & Fun Facts (2020). Retrieved from https://www.omnicoreagency.com/tiktok-statistics.

24. Özsoy, S. (2011). Use of new media by Turkish fans in sport communication: Facebook and Twitter. Journal of Human Kinetics, 28, 165-176. CrossRef PubMed PubMed Central

25. Pérez, L. (2013). What drives the number of new Twitter followers? An economic note and a case study of professional soccer teams. Economics Bulletin, 33(3), 1941-1947. PubMed Central

26. Pieters, M., Knoben, J., & Pouwels, M. (2012). A social network perspective on sport management: The effect of network embeddedness on the commercial performance of sport organizations. Journal of Sport Management, 26(5), 433-444. CrossRef PubMed Central

27. Podobnik, V. (2013). An analysis of facebook social media marketing key performance indicators: The case of premier league brands. In: Proceedings of the 12th International Conference on Telecommunications (pp. 131-138). IEEE. PubMed Central

28. Pronschinske, M., Groza, M. D., & Walker, M. (2012). Attracting Facebookʻfansʼ: The importance of authenticity and engagement as a social networking strategy for professional sport teams. Sport Marketing Quarterly, 21(4), 221. PubMed Central

29. Richau, L., Follert, F., & Emrich, M. F. (2010). Performance indicators in football: The im-portance of actual performance for the market value of football players. Sonderausgabe zur 23. Jahrestagung des Arbeitskreises Sportökonomie 2019, 41. PubMed Central

30. Rowe, D., & Gilmour, C. (2010). Sport, media, and consumption in Asia: A merchandised milieu. American Behavioral Scientist, 53(10), 1530-1548. CrossRef PubMed Central

31. Sanderson, J. (2013). From loving the hero to despising the villain: Sports fans, Facebook, and social identity threats. Mass Communication and Society, 16(4), 487-509. CrossRef PubMed Central

32. Shoham, D. A., et al. (2012). An actor-based model of social network influence on adolescent body size, screen time, and playing sports. PloS one, 7(6). doi: 10.1371/journal.pone.0039795. CrossRef PubMed PubMed Central

33. Singh, P., & Lamba, P. S. (2019). Influence of crowdsourcing, popularity and previous year statistics in market value estimation of football players. Journal of Discrete Mathematical Sciences and Cryptography, 22(2), 113-126. CrossRef PubMed Central

34. Socialbakers.com (2020). Retrieved from https://www.socialbakers.com. PubMed Central

35. Sondaal, T. (2013). Football's grobalization or globalization? The lessons of Liverpool Football Club's evolution in the Premier League era. Soccer & Society, 14(4), 485-501. CrossRef PubMed Central

36. Statista.com (2020). Retrieved from https://www.statista.com. PubMed Central

37. Tiago, T., Tiago, F., Faria, S. D., & Couto, J. P. (2016). Who is the better player? Off-field battle on Facebook and Twitter. Business Horizons, 59(2), 175-183. CrossRef PubMed Central

38. TikTok (2020). Retrieved from https://www.tiktok.com/home. PubMed Central

39. TotalSportek.com: 25 World's Most Popular Sports (Ranked by 13 factors) (2020). Retrieved from https://www.totalsportek.com/most-popular-sports. PubMed Central

40. Transfermarkt.com (2020). Retrieved from https://www.transfermarkt.com. PubMed Central

41. Vale, L., & Fernandes, T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of strategic marketing, 26(1), 37-55. CrossRef PubMed Central

42. Voracek, J. (2019). Trends and Tools in Marketing Communication in Today's Sport. In: Proceedings of the Marketing Identity 2019: Offline Is the New Online (pp. 390-400). UCM Trnava. PubMed Central

43. Wagg, S. (2007). Angels of us all? Football management, globalization and the politics of celebrity. Soccer & Society, 8(4), 440-458. doi: 10.1080/14660970701440725. CrossRef PubMed Central

44. Watanabe, N. M., Yan, G., & Soebbing, B. P. (2016). Consumer interest in major league baseball: An analytical modeling of Twitter. Journal of Sport Management, 30(2), 207-220. CrossRef PubMed Central

45. Watanabe, N., Yan, G., & Soebbing, B. P. (2015). Major League Baseball and Twitter usage: The economics of social media use. Journal of Sport Management, 29(6), 619-632. CrossRef PubMed Central

46. Waters, R. D., Burke, K. A., Jackson, Z. H., & Buning, J. D. (2011). Using stewardship to cultivate fandom online: Comparing how National Football League teams use their web sites and Facebook to engage their fans. International Journal of Sport Communication, 4(2), 163-177. CrossRef PubMed Central

47. Weimann-Saks, D., Ariel, Y., & Elishar-Malka, V. (2020). Social Second Screen: WhatsApp and Watching the World Cup. Communication & Sport, 8(1), 123-141. CrossRef PubMed Central

48. <bez popisu> CrossRef PubMed Central

49. Witkemper, C., Lim, C. H., & Waldburger, A. (2012). Social media and sports marketing: Examining the motivations and constraints of Twitter users. Sport Marketing Quarterly, 21(3), 170-183. PubMed Central

50. WorldAtlas.com: The Most Popular Sports in the World (2020). Retrieved from https://www.worldatlas.com/articles/what-are-the-most-popular-sports-in-the-world.html. PubMed Central

51. Yoon, S., Petrick, J. F., & Backman, S. J. (2017). Twitter power and sport-fan loyalty: The moderating effects of Twitter. International Journal of Sport Communication, 10(2), 153-177. CrossRef PubMed Central

52. Zagnoli, P., & Radicchi, E. (2010). The football fan community as a determinant stakeholder in value co-creation. Physical Culture and Sport. Studies and Research, 50(1), 79-99. CrossRef PubMed Central

Creative Commons License
Market potential of TikTok in the context of the communication range of soccer players on social networks is licensed under a Creative Commons Attribution 4.0 International License.

157 x 230 mm
periodicity: 2 x per year
print price: 190 czk
ISSN: 1212-1428
E-ISSN: 2336-6052

Download