The study aims to investigate the fan engagement strategies applied by major European football clubs through digital platforms, in particular social networks. After a brief introduction that aims to contextualise the importance of sport in society and the development of fan engagement in the sport and football context, the research proceeds with an in-depth examination of the key concepts underlying the economics and marketing of the sport sector and the concept of engagement, i.e. fan engagement, with a focus on the role of digital. The core of the research focuses on analysing and comparing content posted on official Facebook and X profiles by major European football clubs, focusing on a textual evaluation of digital interactions. Using textual analysis tools, the research identifies linguistic trends, emotional tones and recurring themes, thus providing an overview of the textual dynamics used by football clubs to maintain a close relationship with their fans.
Lo studio vuole indagare le strategie di coinvolgimento dei tifosi applicate dai principali club calcistici europei attraverso le piattaforme digitali, in particolare i social network. Dopo una breve introduzione che vuole contestualizzare l'importanza dello sport nella società e lo sviluppo del fan engagement nel contesto sportivo e calcistico, la ricerca procede con un approfondimento dei concetti chiave alla base dell'economia e del marketing del settore sportivo e del concetto di engagement, ossia il coinvolgimento dei tifosi, con una maggiore attenzione al ruolo del digitale. Il cuore della ricerca si concentra sull'analisi e il confronto dei contenuti pubblicati dai profili ufficiali di Facebook e X dai maggiori club calcistici europei, concentrandosi su una valutazione testuale delle interazioni digitali. Utilizzando strumenti di analisi testuale, la ricerca identifica le tendenze linguistiche, i toni emotivi e le tematiche ricorrenti, fornendo così una panoramica delle dinamiche testuali utilizzate dalle squadre di calcio per mantenere uno stretto rapporto con i propri tifosi.
Il fan engagement calcistico nel digitale: top club europei a confronto
PRAVATO, MIRIANA
2023/2024
Abstract
The study aims to investigate the fan engagement strategies applied by major European football clubs through digital platforms, in particular social networks. After a brief introduction that aims to contextualise the importance of sport in society and the development of fan engagement in the sport and football context, the research proceeds with an in-depth examination of the key concepts underlying the economics and marketing of the sport sector and the concept of engagement, i.e. fan engagement, with a focus on the role of digital. The core of the research focuses on analysing and comparing content posted on official Facebook and X profiles by major European football clubs, focusing on a textual evaluation of digital interactions. Using textual analysis tools, the research identifies linguistic trends, emotional tones and recurring themes, thus providing an overview of the textual dynamics used by football clubs to maintain a close relationship with their fans.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/63509