6c9ea7b4ee5570c5ac431ff46d03a47d futint_a2019v11p104.pdf 990683b6cecae5f21a4542f57f83d0107dbc6c2e futint_a2019v11p104.pdf 20ba166fcc17aaf7488a6b74064cdbac1e53667613de554b124f0445f1e8b940 futint_a2019v11p104.pdf Title: Analysis of the Structure and Use of Digital Resources on the Websites of the Main Football Clubs in Europe Subject: Football clubs can be considered global brands, and exactly as any other brand, they need to face the challenge of adapting to digital communications. Nevertheless, communication sciences research in this field is scarce, so the main purpose of this work is to analyze digital communication of the main football clubs in Europe to identify and describe what strategies they follow to make themselves known on the internet and to interact with their users. Specifically, the article studies the characteristics of web pages—considered as the main showcase of a brand/team in the digital environment—of the fifteen best teams in the UEFA ranking to establish what type of structure and what online communication resources they use. Through a descriptive and comparative analysis, the study concludes, among other aspects, that the management of communication is effective, but also warns that none of the analyzed team takes full advantage of the possibilities of interaction with the user offered by the digital scenario. Keywords: football; clubs; webs; digital communication; marketing; engagement Author: Santiago Tejedor, Laura Cervi and Gerard Gordon Creator: LaTeX with hyperref package Producer: pdfTeX-1.40.18 CreationDate: Mon Apr 29 10:39:14 2019 CEST ModDate: Mon Apr 29 10:39:14 2019 CEST Tagged: no UserProperties: no Suspects: no Form: none JavaScript: no Pages: 12 Encrypted: no Page size: 595.276 x 841.89 pts (A4) Page rot: 0 File size: 578905 bytes Optimized: no PDF version: 1.5 name type encoding emb sub uni object ID ------------------------------------ ----------------- ---------------- --- --- --- --------- SEHJOI+URWPalladioL-Ital Type 1 Custom yes yes no 63 0 YWTKBC+URWPalladioL-Bold Type 1 Custom yes yes no 64 0 RDQAJD+URWPalladioL-Roma Type 1 Custom yes yes no 65 0 SVVJCD+Rpxr Type 1 Builtin yes yes no 66 0 NHNRFR+VnURWPalladioL-Italic Type 1 Custom yes yes no 67 0 GILTTJ+TimesNewRomanPS-BoldItalicMT Type 1C WinAnsi yes yes no 73 0 MCBCCI+SourceSansRoman-Regular Type 1C Custom yes yes 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