In the middle of the park: How brand equity exists within football official and Fan TV YouTube communities
(2025)
Thesis
The rise of social media users and both football official and Fan TV YouTube channels has been fruitful for football clubs and their fans. In this context, the fourth quarter of 2023 had approximately 5.3 billion internet users globally, which was 65... Read More about In the middle of the park: How brand equity exists within football official and Fan TV YouTube communities.