Fan Tokens as A Financial Source and Digital Marketing Tool in Football: An Analysis with The Entropy-Based Waspas Method

Clicks: 1
ID: 309803
2022
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal

Ranked #57 of 79 articles by views in Kırklareli Üniversitesi Sosyal Bilimler Dergisi

Most read Least read

Bar heights use a square-root scale.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
Considering that the revenues of the five most important leagues in Europe reached 15.6 billion euros in the 2020-2021 season (Deloitte, 2022), it is clear that the competition in football, whose global economic weight is gradually increasing, is no longer just limited to the sporting field but has expanded to include financial and marketing efforts. The concept of "token" is taken as a tool that can display fan-oriented experiential and financial efforts combined in the context of current developments, which will be seen as the reflection of the digitization process on football. This study analyzes the activities of 'fan tokens' belonging to thirty-six different football clubs listed on the coinmarketcap.com crypto asset instant information platform, in terms of market value, 90-day return, change from the highest value (1 Year), number of exchanges traded and watchlist. (watch list)”, it aims to analyze by using Entropy in the determination of criterion weights and WASPAS methods in the multi-criteria decision-making process. The global reach of the football economy and the extent of the audience it appeals to reveal the necessity of studies to be carried out in the relevant field. Therefore, as a result of this study, which was prepared with the aim of contributing to the literature for current practices, the fan token with the highest efficiency value belongs to the 'Paris Saint-Germain' club, and the related club is followed by the 'Lazio' and 'Santos' clubs; it has been determined that the club with the lowest efficiency value is 'Bayer 04 Leverkusen'.
Reference Key
imported_1768327040_696687803ece3 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Çağatay Orçun
Journal Kırklareli Üniversitesi Sosyal Bilimler Dergisi
Year 2022
DOI
10.53048/johass.1171417
URL
https://dergipark.org.tr/tr/pub/johass/article/1171417
Keywords Keywords not found

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.