The Impact of the COVID-19 Pandemic on the Communication of Polish Speedway Clubs in Social Media: The Analysis of the Phenomenon
DOI:
https://doi.org/10.51480/compress.2021.4-1.250Keywords:
communication strategy, social media, new media, Internet, COVID-19 pandemicAbstract
The purpose of this paper is to analyze the impact of the COVID-19 pandemic and the state of emergency connected with the epidemic threat on how the most popular Polish speedway clubs communicate on social media.
The paper begins with a quantitative analysis of the profiles of speedway clubs in social media. The quantitative aspects considered include among others the subject matter of the posts and community involvement. On the other hand, as a part of the qualitative research, an in-depth analysis of the content published on social media was conducted.
The mixed analysis proved that the COVID-19 pandemic had a significant impact on the communication of Polish speedway clubs in social media. Furthermore, the SARS-CoV-2 pandemic also affected the behavior of fans who changed their way of consuming the content published by the clubs in new media.
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