Adam Metelski - Journal of Marketing and Market Studies - Journals

Dr Adam Metelski

ORCID: 0000-0003-1016-7579

Dr Adam Metelski
Assistant professor in the Department of Education and Personnel Development at the Poznań University of Economics and Business. He graduated from the University of California, Irvine (Bachelor of Arts) in psychology and social behavior, has master's degree from the Poznań University of Economics and Business in economics and master's degree from Adam Mickiewicz University in Poznań in psychology. His scientific interests focus on the development of human capital and motivation to work. In the past, he played basketball professionally in the USA, Hungary and the best Polish league.

Article

The social media activity of top athletes during the global suspension of sports competitions — based on the example of Instagram, s. 10-17

DOI: 10.33226/1231-7853.2021.4.2

JEL: M30

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The social media activity of top athletes during the global suspension of sports competitions — based on the example of Instagram

In March 2020, most sports competitions in the world were suspended due to the COVID-19 pandemic. Fan demand for information about top athletes could not be fully satisfied traditionally, that is why social media have grown in popularity. This article aims to identify the factors that affect the engagement of sports fans on social media and is based on the example of Instagram. The number of likes, comments as well as the number of likes and comments divided by the number of followers (appropriate engagement rates), were taken into account as engagement indicators. The results clearly show what types of posts generated the most engagement.

Keywords: Instagram; social media; communication; athletes; sport; engagement; likes; comments