Business

Connecting with fans in the digital age: an exploratory and comparative analysis of social media management in top football clubs

E. Romero-jara, F. Solanellas, et al.

This study, conducted by Edgar Romero-Jara, Francesc Solanellas, Joshua Muñoz, and Samuel López-Carril, delves into social media engagement strategies employed by elite football clubs across Europe, South America, and North America. With an analysis of nearly 20,000 posts on platforms like Facebook, Twitter, and Instagram, the research highlights effective marketing tactics that drive high fan engagement!

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Playback language: English

Index

Abstract

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

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