Topic
FOOTBALL FANS’ PERCEPTION OF UK FOOTBALL CLUBS AND SOCIAL MEDIA MARKETING STRATEGIES IN CHINA
Instructions
The Dissertation must be clearly divided into appropriate chapters and sections. The following elements are required. If you intend to depart from this format, you should discuss the overall structure with your dissertation supervisor. Chapters, Headings, Sub‐headings, Figures, and Tables must all be numbered using the multi‐level report format.
The dissertation should be no more than 15,000 words (excluding Title Page, Abstract, Acknowledgement, Contents Page, References and Appendices, and any Tables).
Answer Preview
English football clubs in particular have sought to exploit the opportunities in Asia with vast investment in branding and marketing activities. China seems to be a major focus for English football clubs with an increasing interest in investment opportunities in the clubs. But despite the growth of football spectatorship and fandom in China, little is known about Chinese football fans. This study explored the perspective of Chinese EPL fans to determine their interest in the clubs and the role of social media on their awareness and experience with the EPL brands. The study is based on a review of literature and empirical evidence in the case of Chinese EPL fans. The review of literature is based on the concept of brand management and provides the nature of brand equity in the context of prior works. The literature review chapter also scrutinizes the use of social media as a marketing strategy in football, particularly the English Premier League. The review identifies literature gaps that are addressed in the subsequent chapters of the study. Addressing these gaps required particular focus on the following research objectives: To explore Chinese football fans’ interest in EPL; to explore Chinese football fans’ awareness and perceptions of English Premier League clubs; to explore Chinese football fans’ engagement with English Premier League clubs on social media. Quantitative research was adopted to collect data through an online survey, and data were analyzed using measures of central tendency and correlation analysis.
Word Count: 17,800