BusinessHumanities and Social Sciences Communications

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!... show more

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