Analysis of the structure and use of digital resources on the websites of the main football clubs in Europe

Research output: Contribution to journalArticleResearch

2 Citations (Scopus)

Abstract

© 2019 by the authors. Football clubs can be considered global brands, and exactly as any other brand, they need to face the challenge of adapting to digital communications. Nevertheless, communication sciences research in this field is scarce, so the main purpose of this work is to analyze digital communication of the main football clubs in Europe to identify and describe what strategies they follow to make themselves known on the internet and to interact with their users. Specifically, the article studies the characteristics of web pages-considered as the main showcase of a brand/team in the digital environment-of the fifteen best teams in the UEFA ranking to establish what type of structure and what online communication resources they use. Through a descriptive and comparative analysis, the study concludes, among other aspects, that the management of communication is effective, but also warns that none of the analyzed team takes full advantage of the possibilities of interaction with the user offered by the digital scenario.
Original languageEnglish
Article number104
Pages (from-to)1-12
Number of pages12
JournalFuture Internet
Volume104
Issue number11
DOIs
Publication statusPublished - 1 May 2019

Keywords

  • Clubs
  • Digital communication
  • Engagement
  • Football
  • GOALS
  • MEDIA
  • Marketing
  • ONLINE
  • Webs
  • clubs
  • digital communication
  • engagement
  • football
  • marketing
  • webs

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