Impact of social media on the way marketing is done in football clubs

Abstract

Background:Sports fans always have a unique relationship with the club that they support or follow.Even if it is on a digital platform or in an offline manner. But there aren't many studies or papers regarding how fans change the numbers of a club and affect their business model as well. This paper is an attempt to understand how social media is used as a platform for clubs to market themselves and also create an engagement between fans and players. Methods: A survey was conducted online in the form of a Questionnaire. Statistical methods were used to deduce the information which was collected on a primary basis. To determine the reliability of the data, Various statistical methods were also used. SPSS was also used to analyze the data which was collected.Conclusion:This study will make a significant contribution towards that side of the market which was untapped from this perspective. This research concluded that social media engagement has merged behaviours in social media.