Marketing Communication of Football Clubs through Social Media

Ing. Amal Devassy

Master's thesis

Abstract:

This thesis aims to unravel the intricacies of market communication in football clubs, focusing on the digital landscape of social media, with particular attention to Manchester United and Arsenal. The primary goal is to investigate and compare the strategies employed by these two premier football clubs in engaging their fan bases through platforms such as Twitter, Instagram, and Facebook. The study will employ a mixed method approach, utilizing quantitative data analysis to measure metrics like engagement rates, posting frequency, and follower growth. Additionally, qualitative content analysis will be applied to dissect the nature of posts, examining the use of multimedia, tone, and interactive elements. By amalgamating these approaches, the research seeks to not only identify successful communication strategies but also uncover potential areas for improvement. The ultimate goal is to provide actionable insights for football clubs, marketers, and researchers to enhance their understanding and implementation of effective market communication in the dynamic realm of social media within the football industry.

Keywords

football industry, market communication, Social Media, Football club

Language used: English

Date on which the thesis was submitted / produced: 14. 5. 2024

Thesis defence

• Date of defence: 11. 6. 2024
• Supervisor: doc. Ing. Martin Klepek, Ph.D.
• Reader: Ing. Michal Stoklasa, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / field:
Economics and Management / Business Economics and Management