Section 1: Background to the research Fan engagement is often considered a priority for sports brands, because it can foster brand-customer relationships, strengthen brand loyalty, and, ultimately, increase revenue (Greve, 2014). With […]
Driving fan engagement with Kaizer Chiefs F.C. on social media
Motivation, ability, and trigger to promote a desired behaviour on Instagram: A Celtic FC snapshot
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 […]
Juventus FC brand content on Facebook designed for heuristics
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 […]
Planned behaviour, risky decisions and mental shortcuts when designing a live video on social media for a football club
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 […]
The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
Technological advancements originating from the Information Age, such as computer systems, telecommunication systems, and consumer electronics, converged into a multimedia system that made digital, computer-based and mobile communication ubiquitous (cf. Jenkins, 2006; […]
Analysing New York City FC’s social media activities from the perspective of Schmitt’s Experiential Grid
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 […]
Football Clubs on Periscope and Facebook Live: Comparison of views-to-followers ratio
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, […]
The 3 levels of emotionality of a picture: An Instagram example
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 […]
Applying the Experience Economy model to the Periscope channel of a football club
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 […]
Live video broadcasting on Periscope: What’s in it for a football club?
In regard to live video broadcasting possibilities such as Periscope, Meerkat, and Facebook, sports brands seem to follow a rather pragmatic approach and broadcast ad-hoc from their facilities without an organized concept […]
The »John Terry will leave Chelsea FC« tweet: A comparison of semiotic modes – picture vs. language
Brands can create social media posts containing anecdotes, photos, videos, or other material and their fans and followers can then interact with these posts by liking or commenting on them (Vries et […]
The 8 factors that constitute the meaning of a photo: A Borussia Mönchengladbach Instagram example
As the old adage goes, ‘A picture is worth a thousand words,’ and in today’s interconnected marketing environment it might be worth even more than that. Sharing photos with friends and strangers […]
Start With Why: Application of Sinek’s Golden Circle Model to FC Schalke 04
Building long-term relationships with consumers has become one of the critical issues for marketers (Kotler and Armstrong, in Shank, 2002:383). Hence, relationship marketing should be considered an integral part of the marketing […]
How football brands used occasion-based communication to wish a Merry Christmas to their fans and followers in 2015
As the editors at Wonderwall.com underline, ‘just as fun as waking up to presents on [Christmas morning] was waking up to all the fun social media messages our favorite celebs have been […]
The Social Media PR Strategic Program Planning Model: A Mario Balotelli Brand Example
Chris Fill and Barbara Jamieson (2006:547) define public relations (PR) as ‘a management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders,’ and explain that organisations can […]
Comparison of Stewardship Efforts on Instagram between Manchester City FC and Juventus FC
Sport clubs have been realising that building sustainable relationships with their stakeholders is a crucial step towards strengthening their brand. Abosag et al. (2012:1234) mention Calkins (2003), who proposes that branding has […]
