This study explores social media engagement strategies of elite football clubs across Europe, South America, and North America. Analyzing 19,745 Facebook, Twitter, and Instagram posts, researchers found that "Marketing" and "Sports" messages were most frequent, with high engagement rates. "ESG" messages, while less frequent, showed similar engagement. Regional differences in strategies were observed, but engagement rates remained similar. The study offers practical applications for maximizing social media's potential for fan engagement and marketing.
Publisher
Humanities and Social Sciences Communications
Published On
Nov 21, 2023
Authors
Edgar Romero-Jara, Francesc Solanellas, Joshua Muñoz, Samuel López-Carril
Tags
social media
football clubs
engagement strategies
fan engagement
marketing
ESG messages
regional differences
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