Дигитална трансформация и фен ангажираност: ролята на изкуствения интелект и социалните мрежи в университетския спорт
Digital Transformation and Fan Engagement: the Role of Artificial Intelligence and Social Media in University Sports

Author(s): Andrey Petrov
Subject(s): Social Sciences, Education, Sociology, Higher Education , Social Informatics, Sports Studies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: digital transformation; fan engagement; artificial intelligence; social media; university sports; twin transition; sustainable management; data ethics
Summary/Abstract: This report investigates the transformative impact of artificial intelligence (AI) and social media on fan engagement in university sports within the context of the Fourth Industrial Revolution [4], [6]. The purpose is to analyze how these technologies reshape communication models and contribute to sustainable management, community building, and event optimization via the „Twin Transition“ concept [11]. The methodology involves a systematic analysis of scientific literature, a study of best practices (USA), and a synthesis of ethical frameworks and digital maturity models. The results indicate that prior to the implementation of predictive analytics, the critical prerequisite is the establishment of a fundamental data architecture. In this framework, AI is utilized to structure information flows, while social media transforms students into active content co-creators. This approach lays the foundation for „Connected Venues“ [7], shifting the strategic focus from direct revenue generation to resource optimization and the enhancement of the institutional image [4]. The conclusion states that the strategic synergy between digitalization and sustainability („Twin Transition“) is a critical factor for the economic, social, and ecological viability of university sports programs by 2030.

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