What is it about?
Written from the perspective of UK football clubs, the paper explores how they viewed the challenges and opportunities of social media. Their approach to social media strategy.
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Why is it important?
The study was one of the very first papers in this area. 4 case study clubs were studied. It has been in the top 20 of Emerald downloads since publication.
Perspectives
The paper is a key publication for my PhD studies. It blended my practitioner background with my new academic career in digital and sport marketing. This was my first Emerald publication and it has been a very rewarding and invaluable experience.
Mr Jeff McCarthy
Manchester Metropolitan University
Read the Original
This page is a summary of: Managing brand presence through social media: the case of UK football clubs, Internet Research, April 2014, Emerald,
DOI: 10.1108/intr-08-2012-0154.
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