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Analysis of the Structure and Use of Digital Resources on the Websites of the Main Football Clubs in Europe

1
Department of Journalism and Communication Sciences, Universitat Autonoma de Barcelona, 08193 Bellaterra, Spain
2
Department of Communication, Universitat Abat Oliva CEU, 08022 Barcelona, Spain
*
Author to whom correspondence should be addressed.
Future Internet 2019, 11(5), 104; https://doi.org/10.3390/fi11050104
Received: 24 January 2019 / Revised: 24 February 2019 / Accepted: 10 April 2019 / Published: 29 April 2019
(This article belongs to the Special Issue Future Intelligent Systems and Networks 2019)
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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. View Full-Text
Keywords: football; clubs; webs; digital communication; marketing; engagement football; clubs; webs; digital communication; marketing; engagement
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Tejedor, S.; Cervi, L.; Gordon, G. Analysis of the Structure and Use of Digital Resources on the Websites of the Main Football Clubs in Europe. Future Internet 2019, 11, 104.

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