|dc.description.abstract||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.||en_US