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Article
Publication date: 1 April 2014

Jeff McCarthy, Jennifer Rowley, Catherine Jane Ashworth and Elke Pioch

The purpose of this paper is to contribute knowledge on the issues and benefits associated with managing brand presence and relationships through social media. UK football…

Abstract

Purpose

The purpose of this paper is to contribute knowledge on the issues and benefits associated with managing brand presence and relationships through social media. UK football clubs are big businesses, with committed communities of fans, so are an ideal context from which to develop an understanding of the issues and challenges facing organisations as they seek to protect and promote their brand online.

Design/methodology/approach

Due to the emergent nature of social media, and the criticality of the relationships between clubs and their fans, an exploratory study using a multiple case study approach was used to gather rich insights into the phenomenon.

Findings

Clubs agreed that further development of social media strategies had potential to deliver interaction and engagement, community growth and belonging, traffic flow to official web sites and commercial gain. However, in developing their social media strategies they had two key concerns. The first concern was the control of the brand presence and image in social media, and how to respond to the opportunities that social media present to fans to impact on the brand. The second concern was how to strike an appropriate balance between strategies that deliver short-term revenue, and those that build longer term brand loyalty.

Originality/value

This research is the first to offer insights into the issues facing organisations when developing their social media strategy.

Details

Internet Research, vol. 24 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 1 September 1986

MELINDA RILEY, BRIAN LANTZ, MIKE CORNFORD, TONY WARSHAW, JANE LITTLE, EDWIN FLEMING, ALLAN BUNCH and WILFRED ASHWORTH

The idea for this hugely successful event at the Crucible Theatre on 7 June, came first from the pages of New Library World, believe it or not. Reading one of Jane

Abstract

The idea for this hugely successful event at the Crucible Theatre on 7 June, came first from the pages of New Library World, believe it or not. Reading one of Jane Little's articles advertising Feminist Book Fortnight, I noticed that there was not going to be a feminist book fair in this country this year, and that the main fair was to be in Oslo. It seemed an ideal opportunity to alter Sheffield's image as the macho snooker playing capital of the North and the idea for the First Sheffield Women's Book Fair was born.

Details

New Library World, vol. 87 no. 9
Type: Research Article
ISSN: 0307-4803

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Article
Publication date: 1 February 1980

Clive Bingley, Wilfred Ashworth, Edwin Fleming and Sarah Lawson

SINCE I have spent the better part of fifteen years parading in the public arena the superiority which attaches to me by reason of not possessing a television set, I had…

Abstract

SINCE I have spent the better part of fifteen years parading in the public arena the superiority which attaches to me by reason of not possessing a television set, I had better now come clean and reveal that immediately before Christmas my wife and I changed our minds and rented one for a trial period of six months.

Details

New Library World, vol. 81 no. 2
Type: Research Article
ISSN: 0307-4803

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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Article
Publication date: 1 November 1966

A SPLENDID conference, I thought. True, there were those who complained, those who thought some of the papers were elementary and those who thought that we had come a long…

Abstract

A SPLENDID conference, I thought. True, there were those who complained, those who thought some of the papers were elementary and those who thought that we had come a long way to learn very little. I don't agree at all. Some of the papers did, I admit, deal with basic considerations but it does nothing but good to re‐examine the framework of our services from time to time. In any case other papers were erudite, and for the first time I have seen an audience of librarians and authority members stunned, almost, into silence.

Details

New Library World, vol. 68 no. 5
Type: Research Article
ISSN: 0307-4803

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Article
Publication date: 1 March 1968

The Commission appointed jointly by the World Health Organization and the Food and Agricultural Organization continues to plod its weary way towards the establishment of…

Abstract

The Commission appointed jointly by the World Health Organization and the Food and Agricultural Organization continues to plod its weary way towards the establishment of Codex standards for all foods, which it is hoped will eventually be adopted by all countries, to end the increasing chaos of present national standards. We have to go back to 1953, when the Sixth World Health Assembly showed signs of a stirring of international conscience at trends in food industry; and particularly expressed “the view that the increasing use of various chemical substances had … , created a new public health problem”. Joint WHO/FAO Conferences which followed initiated inter alia international consultations and the setting up of the Joint FAO/WHO Codex Alimentarius Commission.

Details

British Food Journal, vol. 70 no. 3
Type: Research Article
ISSN: 0007-070X

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