FC Schaffhausen, a Swiss club with a rich history, is currently undergoing an organizational transformation fueled by new investment and heightened ambitions. In light of their search for a new CEO, I […]
This research explores the impact of influencer marketing on digital platforms like TikTok, emphasising the evolving dynamics between content categories and user engagement behaviours. Focused on Alisha Lehmann, a Swiss football player and influencer, the study examines the influence of various content categories on her TikTok account.
Here a brief video summary of my empirical research answering the question, “Which motives have the greatest influence on the intention to watch the National Women’s Soccer League (NWSL)?” The analysis is […]
The following study examines the influence of brand cohesiveness and team identification on the fit of co-branding between the French football club Paris Saint-Germain F.C. (PSG) and the Nike-owned Jordan Brand, an […]
This empirical study evaluates how perceived brand globalness and localness of the J.League, affect viewing intentions of its audience worldwide. It further offers recommendations on how to develop and strengthen the intention to watch the J.League through marketing communications efforts.
The following empirical study seeks to understand the level and sort of influence that football star and celebrity athlete Zlatan Ibrahimović has on his social media fans and followers. A dedicated questionnaire […]
The discipline of marketing communications is a key component of marketing, aiming to promote a company or brand and its services and products across various marketing and communications channels. This is achieved […]
This article explores the motivations of Kaizer Chiefs F.C. fans and followers for engaging with the South African football club on social media. It introduces the theoretical framework and methodology derived from […]
This blog post follows on the article «Juventus FC brand content on Facebook designed for heuristics» and discusses how motivation, ability, and trigger need to unfold in a logical way to promote […]
This blog post follows on the article «Planned behaviour, risky decisions and mental shortcuts when designing a live video on social media for a football club» and discusses how Italian Serie A […]
Football clubs provide brand experiences through live video on social media for their spectators by producing audiovisual content. Producers of live videos, often in-house marketers or communication managers, can implement psychological principles […]
Note (19 Feb 2024): A similar article is available on this blog, which applies the Shannon-Weaver model to the TikTok efforts of a spectator sports brand. Technological advancements originating from the Information […]
It is common knowledge that marketing is an established business discipline. Marketing-mavens such as Philip Kotler, Kevin L. Keller, and Seth Godin wrote seminal literature for marketing practitioners and students to revisit […]
One eminent question is hovering over the heads of marketers these days: Periscope or Facebook Live? In this post, we will look at eight live video broadcasting examples from New York City FC, […]
Today, we will discuss the 3 levels of emotionality of a perfectly branded Instagram photo. I mentioned the subject of this post, an Instagram photo of Leonardo Bonucci, already two years ago […]
Providing a holistic experience for football fans and online followers is an undertaking that football clubs tackle at various levels of the value chain with various degrees of success. The advent of the […]
