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

Author

Listed:
  • Santiago Tejedor

    (Department of Journalism and Communication Sciences, Universitat Autonoma de Barcelona, 08193 Bellaterra, Spain)

  • Laura Cervi

    (Department of Journalism and Communication Sciences, Universitat Autonoma de Barcelona, 08193 Bellaterra, Spain)

  • Gerard Gordon

    (Department of Communication, Universitat Abat Oliva CEU, 08022 Barcelona, Spain)

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.

Suggested Citation

  • Santiago Tejedor & Laura Cervi & Gerard Gordon, 2019. "Analysis of the Structure and Use of Digital Resources on the Websites of the Main Football Clubs in Europe," Future Internet, MDPI, vol. 11(5), pages 1-12, April.
    • Handle: RePEc:gam:jftint:v:11:y:2019:i:5:p:104-:d:226905
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    Citations

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    Cited by:

    1. Santiago Tejedor & Ana Pérez-Escoda & Augusto Ventín & Fernanda Tusa & Fátima Martínez, 2020. "Tracking Websites’ Digital Communication Strategies in Latin American Hospitals During the COVID-19 Pandemic," IJERPH, MDPI, vol. 17(23), pages 1-19, December.
    2. Carmen De-Pablos-Heredero, 2019. "Future Intelligent Systems and Networks," Future Internet, MDPI, vol. 11(6), pages 1-2, June.
    3. Fabio Nappo & Alessandra Lardo & Maria Teresa Bianchi & Federico Schimperna, 2023. "The impact of digitalisation on professional football clubs," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2023(2), pages 117-136.

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