Evaluating relational capital by social networks. Applications in the football clubs industry

Purpose – The objective of the paper is to prove how it is possible to enhance relational capital in the football industry by proposing an innovative approach in the evaluation of football clubs and football players founded on their popularity on the social network. The research is directed in representing how the value created by social networks can be a determinant of relational capital value, by increasing strong and trustworthy relationships, especially, with young clients. Design/methodology/approach – The methodology is based on a qualitative and quantitative approach. Following the analysis of existing literature on intellectual capital and on social media, research has been across two analyses. The first analysis has been carried out by international professional football clubs on which popularity on social networks may have an important influence. The second objective is to check whether the economic value of footballers is taken from the total of human capital value and their value of relational capital developed through new digital platforms. Empirical research aims at proving the correlation that exists between the decisive factors indicated above. Originality/value – The methodology puts in evidence the existence of economic opportunities, deriving from the management of web platforms, especially with reference to the needs of managers to take advantage of competences deriving from the social media to transform fans and followers in consumers. The analysis configures future research through the integration of social networks impact in the evaluation formula of relational capital of professional football clubs and players, with reference to their transfer prices. Practical implications – From a comparison carried out with the sales’ value of a sample of clubs belonging to the Top 30 ranking, drawn up by Deloitte in the Football Money League 2014 Report, and their level of popularity on social networks, research investigates into the existence of a correlation between sales of football clubs and the number of fans present on the web platforms. The aim is to prove that social networks are indicators of the relational capital value. Using the same approach, the analysis focuses on the transfer prices of a sample of footballers playing in the most important European League clubs.