Dr Jan Breitsohl is Associate Professor in Digital Marketing at the University of Glasgow, with 13+ years’ experience researching social media conflict, online harms, digital wellbeing, brand purpose, and values-led communication. He helps sport organisations understand how sustainability and social value messages are received online, why they sometimes trigger fan criticism or Fan-to-Fan conflict, and how to respond in ways that protect wellbeing, credibility, reputation, and commercial outcomes. Jan works with brands, charities, football clubs, and governing bodies to develop science-based tools for campaign pre-testing and backlash response. Using social media analysis and experimental methods, he measures real effects beyond likes and sentiment, helping organisations communicate their values with confidence and harmonise rather than polarise.
