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Journal of Emerging Trends in Computing and Information Sciences >> Call for Papers Vol. 8 No. 3, March 2017

Journal of Emerging Trends in Computing and Information Sciences

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

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Author Joanne Kuzma, Viv Bell, Ciaran Logue
ISSN 2079-8407
On Pages 728-738
Volume No. 5
Issue No. 10
Issue Date November 1, 2014
Publishing Date November 1, 2014
Keywords football, social media, Facebook


Abstract

Football clubs across the globe are realizing 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.
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