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- W2886473943 abstract "McCarthy, et al (2014) undertook a multiple case study of social media andfootball clubs and found that “There is considerable scope for enhancedunderstanding of the way in which fans, members and customers will evolvetheir engagement with brands through social media over the next few years.”Understanding the benefits and challenges of digital marketing andcommunications for sports clubs in the digital age is an important aspect of theevolving discipline of Digital Marketing. Cooperstein, (2013) highlighted that wehave moved from the age of information (1990-2010), to the age of the customerwhere massive IT investments and billions of people interacting online havecreated a wave of massive, disruptive change to business. Football clubs areexamples of high impact brands with loyal customers who are using social mediato reach out to international audiences. This paper uses empirical evidence using a netnography approach to explore andevaluate this phenomenon. Netnography is now a well established, twenty yearold method of conducting ethnography online (Kozinets 2015). Given thequantity of people online and the amount of data in the public domain,Netnography has been described as “faster, simpler, and less expensive thantraditional ethnography, and more naturalistic and unobtrusive than focusgroups or interviews” (Kozinets 2002). This study uses the blended qualitativemethods of online participant observation, interviews and social networkanalysis to evaluate the effect of relationships between international footballfans and the clubs that they support. Cooperstein, D. M. 2013. “Competitive Strategy in the Age of the Customer,”Forrester report, October10 (available athttp://boxonline.s3.amazonaws.com/SM/Forrester_Age_of_Customer_Report.pdf). Kozinets, R. V. 2015. Netnography Redefined Sage, SAGE Publications (available athttps://uk.sagepub.com/en-gb/eur/netnography/book242765). Kozinets, R. V. R. 2002. “The field behind the screen: using netnography formarketing research in online communities,” Journal of marketing research(39:1), pp. 61–72 (available athttp://journals.ama.org/doi/abs/10.1509/jmkr.39.1.61.18935). McCarthy, J., Rowley, J., Ashworth, C. J., and Pioch, E. 2014. “Managing brandpresence through social media: the case of UK football clubs,” InternetResearch (24:2), Emerald Group Publishing Limited, pp. 181–204 (availableat http://www.emeraldinsight.com/journals.htm?issn=1066-2243&volume=24&issue=2&articleid=17106747&show=html)." @default.
- W2886473943 created "2018-08-22" @default.
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- W2886473943 date "2016-07-07" @default.
- W2886473943 modified "2023-09-27" @default.
- W2886473943 title "Building international relationships through social media marketing : a netnography of football communities" @default.
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