Bayer Leverkusen did not buy Javier "Chicharito" Hernandez for marketing reasons, the club's sporting executive Rudi Voller has said.
Hernandez, 27, joined Leverkusen from Manchester United on transfer deadline day in Germany in a deal reported to be worth around €12 million.
The Mexico international's arrival saw a boost to the club's social media presence while their website's server went down due to a spike in traffic.
Hernandez debuted for Leverkusen last Saturday when he came off the bench in the 1-0 defeat to Darmstadt.
There have, however, been suggestions the deal was motivated by PR for the club, but Voller has dismissed those claims.
"We did not sign him for marketing reasons," Voller told German sports weekly Sport Bild. "To be honest, I am not interested in clicks on the internet or follower numbers from the social networks. That's just not my world."
Voller, a World Cup winner with West Germany in 1990, said that ultimately it comes down to what a player delivers on the pitch.
"When you can't control the ball at high speed, [you] will never arrive at the top," he said. "Twitter or Facebook friends won't help you. And Chicharito has the skills on the pitch that will help us."
He added that he was not surprised Hernandez chose to join Leverkusen, despite the club having never won a Bundesliga title.
"We don't have to belittle ourselves," Voller said. "We've played in the Champions League in four of the last five seasons, and are an international brand. Word gets around, and Chicharito clearly said that he wants to join us because we play good football and are a Champions League regular."
Leverkusen start their Champions League campaign with a home match against BATE Borisov on Wednesday, and coach Roger Schmidt has hinted Hernandez could start his first match for the club.
"When you pressure the opponent high up the pitch, it leads to tactical confusion, and you can take advantage of that," Schmidt told reporters at his prematch news conference. "I hope that he can take care of the necessary goals.
"Every training session does him good. It worked out fine from day one on. He interacts well with the other players, and he's a step further on than on Saturday."