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Fan Engagement Practises Through Digital Utilisation to Generate Revenue: A Manchester City Football Club Case Study

McHugh, James LU and Krieg, Oliver Manuel LU (2021) ENTN19 20211
Department 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:
author
McHugh, James LU and Krieg, Oliver Manuel LU
supervisor
organization
course
ENTN19 20211
year
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}},
}