Marcin Leszczyński - Journal of Marketing and Market Studies - Journals

Dr inż. Marcin Leszczyński

ORCID: 0000-0003-4896-6237

Dr inż. Marcin Leszczyński
Assistant professor in the Department of Information Economics at Poznań University of Economics and Business. His scientific interests focus on the issues of communication in business, public relations, reputation and trust in economic life. From 2017 to 2019 he was the Director of the Board Office at the Poznań Society for the Advancement of Arts and Sciences.

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