Social Media and Sports Management: a Data Envelopment Analysis of the English Premier League

Latorre, Pilar (Universidad de Zaragoza) ; Artero, Juan P. (Universidad de Zaragoza) ; Orive, Víctor ; Martínez-Núñez, Margarita

Resumen: Purpose: The aim of this paper is to contribute to communication, sports, and operational research literature proposing the incorporation of social media indicators into data envelopment analysis
(DEA) methodology by analyzing which teams are more efficient in English football from three perspectives of sports, financial, and social media management. To achieve this, an input-oriented
DEA model will be employed. The motivation and scope of this paper respond to the fact that social media management is becoming an essential aspect to incorporate into sports management.
Methodology: For that end, Data Envelopment Analysis (DEA) has been extensively employed to assess sports productivity. In this particular case, selected inputs are total assets, wages & salaries,
and number of Facebook posts. As outputs, season points, number of Facebook followers, and profits before taxes are considered.
Findings/Contribution: This paper makes a theoretical contribution by proposing a new model to assess efficiency of sport institutions. It proposes a new array of inputs and outputs that combines
sports, financial, and social media indicators in both sides. Furthermore, it has found a direct relationship between table position, efficiency, profits before taxes and social media use. Teams
capable of better integrating these 3.0 technologies in their marketing plans obtained the largest efficiency gains.

Idioma: Inglés

DOI: 10.5278/njmm.2597-0445.5520

Año: 2020

Publicado en: Nordic journal of media management 1, 3 (2020), 319-337
ISSN: 2597-0445

Tipo y forma: Artículo (Versión definitiva)

Área (Departamento): Área Organización de Empresas (Dpto. Direcc.Organiza.Empresas)
Área (Departamento): Área Periodismo (Unidad Predepartam. Period.Co.)