Social media campaign

Ing. Ivan Komlenović

Master's thesis

Abstract:

The aim of the thesis is to develop a Facebook campaign for the Fulham FC which is a professional football association based in London, England. Literature review includes all relevant topics within marketing communication, communication campaign, social media marketing, social media campaign etc. For the purpose of the thesis the author conducted research based on the online survey that explores fan engagement, as well as on the content analysis of the club’s official Facebook Page, two non-official Facebook Pages, and rivals’ Facebook Pages. Competitors’ analysis (focused on Facebook communication) and brief Five competitive forces analysis complement the necessary inputs for the campaign development. The thesis consists of the two parts – one is the theoretical framework, where the social media is analyzed, while the other one is practical part where data is analyzed, sorted and presented through the key findings and campaign proposal, all in accordance to the methods used – online survey and content analysis.

Abstract:

The aim of the thesis is to develop a Facebook campaign for the Fulham FC which is a professional football association based in London, England. Literature review includes all relevant topics within marketing communication, communication campaign, social media marketing, social media campaign etc. For the purpose of the thesis the author conducted research based on the online survey that explores fan engagement, as well as on the content analysis of the club’s official Facebook Page, two non-official Facebook Pages, and rivals’ Facebook Pages. Competitors’ analysis (focused on Facebook communication) and brief Five competitive forces analysis complement the necessary inputs for the campaign development. The thesis consists of the two parts – one is the theoretical framework, where the social media is analyzed, while the other one is practical part where data is analyzed, sorted and presented through the key findings and campaign proposal, all in accordance to the methods used – online survey and content analysis.

Keywords

Social Media, Social media Campaign, Facebook, Fulham, Football, England

Language used: English

Date on which the thesis was submitted / produced: 24. 7. 2020

Thesis defence

• Date of defence: 9. 9. 2020
• Supervisor: doc. Ing. Alena Klapalová, Ph.D.
• Reader: Ing. Dušan Mladenović, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)