Internet Focus Groups as a Basis for Building a Communication Strategy Towards Sports Fans

<ns3:p>The aim of the article is to compare the activity of fan groups on the internet with their direct participation in sports events. The studied group consists of users of the thematic forum “Awangarda żużlowa”. The research is innovative, as online forums have not previously been addressed in the literature as a distinct category of social media. The study attempts to answer the question: how can online thematic groups be used to increase the effectiveness of one’s communication activities? The article is part of a broader research project and focuses on selected aspects of this issue.The study included 678 respondents. The research was conducted between January and March 2025 using the CAWI method (Computer-Assisted Web Interviewing). The first stage of the research involved a quantitative analysis of the collected data. A statistical method — the chi-squared test — was applied, supplemented with V-Cramer’s coefficient to analyze non-measurable variables related to interest in the sport and both direct and virtual engagement. The research hypothesis assumes that individuals who declare a strong attachment to the discipline are more likely to participate directly in sports events, compared to users of the “Awangarda żużlowa” forum, whose interest in the discipline is more short-term.The article contributes to the trend of studies focused on better understanding sports fans by sports institutions and clubs, which leads to more effective influence and marketing communication management. By identifying potential differences between stadium fans and virtual fans, communication tools can be better adapted to these newly identified groups. The research aimed to demonstrate that it is necessary to differentiate communication approaches between stadium-based and virtual fans.</ns3:p>