Analysis of the structure and use of digital resources on the websites of the main football clubs in Europe
Tejedor, Santiago (Universitat Autònoma de Barcelona. Departament de Periodisme i de Ciències de la Comunicació)
Cervi, Laura (Universitat Autònoma de Barcelona. Departament de Periodisme i de Ciències de la Comunicació)
Gordon, Gerard (Universitat Abat Oliba CEU. Departament de Comunicació)

Date:	2019
Abstract:	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.
Rights:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.
Language:	Anglès
Document:	Article ; recerca ; Versió publicada
Published in:	Future internet, Vol. 11 Núm. 5 (january 2019) , p. 104, ISSN 1999-5903

DOI: 10.3390/fi11050104

12 p, 565.3 KB

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Research literature > UAB research groups literature > Research Centres and Groups (research output) > Social and Legal Sciences > The Department of Communication and Education
Articles > Research articles
Articles > Published articles