University of Worcester Worcester Research and Publications

A Study of the Use of Social Media Marketing in the Football Industry.

Kuzma, Joanne, Bell, Viv and Logue, C. (2014) A Study of the Use of Social Media Marketing in the Football Industry. Journal of Emerging Trends in Computing and Information Sciences, 5 (10). pp. 728-738. ISSN Print: 2079-8407 Online: 2218-6301


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Football clubs across the globe are realising that the use of social media is the future in terms of improving and expanding their business, whether this be for marketing purposes or as a medium for directly communicating with their fans. Although this study found that the majority of European teams researched have a social network presence, there was a difference in how effectively social media was used between the various leagues. This study demonstrates that most football clubs have some social media presence, such as the number of Facebook likes, Twitter tweets and YouTube videos. However, the findings indicate that well-known world-wide clubs don’t always use this commercial potential as effectively as they might and that teams with lesser prominence sometimes use social media in a more effective way in order to market effectively to their fan base.

Item Type: Article
Additional Information:

The full-text of the online published article can be accessed via the Official URL.

Uncontrolled Discrete Keywords: football, social media, Facebook
Subjects: T Technology > T Technology (General)
Divisions: College of Business, Psychology and Sport > Worcester Business School
Related URLs:
Copyright Info: Open Access Journal
Depositing User: Joanne Kuzma
Date Deposited: 17 Nov 2014 09:02
Last Modified: 17 Jun 2020 17:05

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