Skip to the content

Social capital, brand and football : tales from the digital field - extended abstract for : UKAIS & British Academy of Management E-business and E-government SIG

Fenton, A 2015, Social capital, brand and football : tales from the digital field - extended abstract for : UKAIS & British Academy of Management E-business and E-government SIG , in: UKAIS & British Academy of Management E-business and E-government SIG, 03/12/15 - 04/12/15, Newcastle University. (Unpublished)

[img] Microsoft Word - Submitted Version
Restricted to Repository staff only

Download (67kB) | Request a copy
[img] PDF - Submitted Version
Restricted to Registered users only

Download (494kB) | Request a copy

Abstract

This research focuses on a new era for Salford City Football Club (SCFC). SCFC currently sit in the 8th tier of English football and have been taken over by ex-Manchester United players the ‘class of ‘92’. The new era heralds an unusual case of a non-league football team having such high profile owners with reported ambitions to turn SCFC into a ‘digital football club’ (Conn, 2014). The author has worked in the digital industry since 1997 and is a new academic. He has been teaching and researching digital business and marketing and is currently in the second year of a part time PhD. Understanding the power of the links between people and interactions online has been a long term interest of the author. The overall aim of this study is to gain a deep understanding of how digital and social media are used within a UK football club and the role of social capital using SCFC as a vehicle for this research. The research questions pertinent to this study are: • How is digital media being used by SCFC and its fans for marketing? • How does digital media influence brand awareness of SCFC? • How is the relationship between fan engagement and social capital important?

Item Type: Conference or Workshop Item (Other)
Schools: Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: UKAIS & British Academy of Management E-business and E-government SIG
Funders: Non funded research
Depositing User: A Fenton
Date Deposited: 08 Dec 2015 09:22
Last Modified: 08 Dec 2015 09:22
URI: http://usir.salford.ac.uk/id/eprint/37324

Actions (login required)

Edit record (repository staff only) Edit record (repository staff only)

Downloads

Downloads per month over past year