Vol. 1 No. 3 (2020)
Research Articles

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

Juan Artero
University of Zaragoza, Spain
Margarita Martínez-Núñez
CITSEM, Polytechnic University of Madrid
Nordic Journal of Media Management 1(3)
Published 1. September, 2020
Keywords
  • social media,
  • sports efficiency,
  • football,
  • soccer,
  • data envelopment analysis
How to Cite
Latorre, P., Artero, J., Orive, V., & Martínez-Núñez, M. (2020). Social Media and Sports Management: a Data Envelopment Analysis of the English Premier League. Nordic Journal of Media Management, 1(3), 319-337. https://doi.org/10.5278/njmm.2597-0445.5520

Abstract

Purpose: The aim of this article is to measure the efficiency of the English Premier League (EPL) football clubs combining sports, financial, and social media indicators.

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 publications. As outputs, season points, number of Facebook fans, and profits before taxes are considered.

Findings/Contribution: Results indicate a direct relationship between table position, efficiency, and profit before taxes and social networks’ use. Intensive utilization of social media can also contribute to the enlargement of a sports institution’s social base, which can also improve its economic resources to be employed on the club’s sport potential.