Fan Engagement Practises Through Digital Utilisation to Generate Revenue: A Manchester City Football Club Case Study
(2021) ENTN19 20211Department of Business Administration
- Abstract
- The purpose of this study is to contribute to existing research and add new research within the field of fan engagement practises that can be used through digital utilisation, in order to generate revenue within the football industry. The outcomes from the research are designed in a way that can assist other clubs and their management teams within the industry, who are looking to improve their offering in this area. The cognitive approach of this research tries to understand the fan engagement methods undertaken by football clubs to monetize their fanbase and develop their engagement. Two digital channels are chosen within a single case study method in order to analyse what factors are needed to be integrated into the content creation... (More)
- The purpose of this study is to contribute to existing research and add new research within the field of fan engagement practises that can be used through digital utilisation, in order to generate revenue within the football industry. The outcomes from the research are designed in a way that can assist other clubs and their management teams within the industry, who are looking to improve their offering in this area. The cognitive approach of this research tries to understand the fan engagement methods undertaken by football clubs to monetize their fanbase and develop their engagement. Two digital channels are chosen within a single case study method in order to analyse what factors are needed to be integrated into the content creation process. The in-depth data collection process allows for the channels to be investigated thoroughly in order to derive the key inputs which are needed to have a positive impact on the outputs of fan engagement behaviours leading to potential revenue exploitation. A framework is constructed and proposed from the research which includes key factors which need to be considered when using digital channels which are: digital innovation, digital integration, adaptability and content balance. Practical limitations are discussed as well as the opportunities that have arisen for future research. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9054023
- author
- McHugh, James LU and Krieg, Oliver Manuel LU
- supervisor
-
- Andrea Moro LU
- organization
- course
- ENTN19 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Digital Utilisation, Football Industry, Fan Engagement, Monetisation
- language
- English
- id
- 9054023
- date added to LUP
- 2021-07-30 15:44:11
- date last changed
- 2021-07-30 15:44:11
@misc{9054023, abstract = {{The purpose of this study is to contribute to existing research and add new research within the field of fan engagement practises that can be used through digital utilisation, in order to generate revenue within the football industry. The outcomes from the research are designed in a way that can assist other clubs and their management teams within the industry, who are looking to improve their offering in this area. The cognitive approach of this research tries to understand the fan engagement methods undertaken by football clubs to monetize their fanbase and develop their engagement. Two digital channels are chosen within a single case study method in order to analyse what factors are needed to be integrated into the content creation process. The in-depth data collection process allows for the channels to be investigated thoroughly in order to derive the key inputs which are needed to have a positive impact on the outputs of fan engagement behaviours leading to potential revenue exploitation. A framework is constructed and proposed from the research which includes key factors which need to be considered when using digital channels which are: digital innovation, digital integration, adaptability and content balance. Practical limitations are discussed as well as the opportunities that have arisen for future research.}}, author = {{McHugh, James and Krieg, Oliver Manuel}}, language = {{eng}}, note = {{Student Paper}}, title = {{Fan Engagement Practises Through Digital Utilisation to Generate Revenue: A Manchester City Football Club Case Study}}, year = {{2021}}, }