A CRITICAL EXPLORATION OF WOMEN’S FOOTBALL AT UNIVERSITY AND THE ROLE THAT SOCIAL MEDIA PLAYS IN MARKETING THE GAME

View/ open
Author
Makuvise, Stephanie
Date
2015Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
As participation rates of women in sport continue to be a recurring issue for governing
bodies, considerable efforts have been made to improve the perceptions of women’s
football. The aim of the research is to explore these issues and consider specifically how
marketing methods, with specific focus on social media can impact on participation rates in
university level, women’s football.
An examination the literature revealed that there has been an increase in the use of
marketing strategies by sporting organisations. In addition to this the literature reviewed
suggested that the increase in media attention surrounding women’s football has led to an
increase in participation.
A qualitative research approach was used to conduct the research, through the use of
semi- structured interviews. A total of eight people were interviewed five of which were
players who currently study at Cardiff Metropolitan University. In addition to this three
administrators who have a direct impact on decision making for Cardiff Metropolitan LFC
were also interviewed. All interviews were tap recorded and analysed.
The key findings revealed that social media, organisational culture and image, played a
significant part in attracting members to the club. Other themes revealed that
representation from the university play a significant part in the recognition of the club.
Collections
Related items
Showing items related by title, author, subject and abstract.
-
The primary prevention of cardiovascular disease in women with an emphasis on physical activity: A social marketing approach
Sawyer, Ceinwen (Cardiff Metropolitan University, 2012)The policies of the Welsh Assembly Government (WAG) regarding the health of the Welsh population are underpinned by a social marketing approach. This is where the individual is supported in their efforts to take personal ... -
Images of women: Exploring young females understanding of sexualised images in the media
Hawkins, Chelsea-Mae (Cardiff Metropolitan University, 2017-06-01)Images of women are defined as sexualised if the women in the image appear sexually available or posting suggestively. Sexualised images of women are often present in the media and some view these images as empowering and ... -
Women's employment in Egyptian travel agencies and factors influencing their career development
El-Sherif Ibrahim, Nashwa Samir (Cardiff Metropolitan University, 2004)Literature on employment in tourism addresses a division between tourism workers in gender and race. Nevertheless, there has been little attention to these issues to date. This thesis contributes to the knowledge on gender ...