Social Network Sites and Relationship Marketing Communications: Challenges for UK Football Clubs

McCarthy, J (2016) Social Network Sites and Relationship Marketing Communications: Challenges for UK Football Clubs. In: 12th Annual Doctoral Symposium 2009. (Unpublished)

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Abstract

Academic research into Social Network Sites has witnessed a flurry of activity with the agenda, context and definitions rapidly evolving. Football clubs are greatly concerned with the glut of unofficial sites and fan attention being deflected away from official sources. This research aims to investigate the impact of social network sites on customer relationships in football, in an age when fans are increasingly empowered. Using qualitative research, a comparative study will evaluate the nature of official and unofficial social network sites affiliated with UK football clubs. The study will draw on relationship marketing theory as the framework for pulling together appropriate theories from social network sites, virtual communities of consumption and tribalism. It is intended to add value to the academic debate and contribute to the strategic marketing of football and sport clubs seeking to incorporate social network sites into their business model.