An Investigation into the Impact of Social Media on Fan Engagement within the English Premier League
Cardiff Metropolitan University
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Theorists such as McCarthy et al (2014) have argued that football clubs do not manage their online social media presence effectively, due to the fact that they fail to engagement (sic) with their fans in developing a two-way conversation (Kuratko, 2013). This research investigates into the impact of social media in relation to fan engagement within the English Premier League. Overall, the research was undertaken to see whether football clubs from the English Premier League are in fact using social media to promote fan engagement and whether this is an effective avenue to increase football club to fan relationships. The literature found that there was a gap within current literature in regards to measuring whether social media does in fact leverage fan engagement into profitable relationships. An online questionnaire was the chosen research method for the author, with 116 football fans from English Premier League clubs partaking in the study. The aims and objectives were analysed in comparison to the findings from the online questionnaires and related to literature. Inferences were drawn that identified that football clubs within the English Premier League currently need to improve their fan engagement for social media, if it is in fact to be developed into a profitable relationship between both the football club and their fans.
BA (Hons) Marketing Management
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