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

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?

Citation

Fenton, A. (2015, December). Social capital, brand and football : tales from the digital field - extended abstract for : UKAIS & British Academy of Management E-business and E-government SIG. Presented at UKAIS & British Academy of Management E-business and E-government SIG, Newcastle University

• Presentation Conference Type: Other
• Conference Name: UKAIS & British Academy of Management E-business and E-government SIG
• Conference Location: Newcastle University
• Start Date: Dec 3, 2015
• End Date: Dec 4, 2015
• Acceptance Date: Oct 10, 2015
• Deposit Date: Dec 8, 2015
• Additional Information: Event Type : Conference