Background: The rise of digital platforms has significantly transformed the dynamics of sports brand communities. Manchester United, being one of the most globally recognized football clubs, maintains a strong online presence through its official and unofficial brand community channels. Understanding how these channels operate and influence fan engagement is crucial for marketers to develop effective marketing strategies on brand community platforms. Purpose: This study aims to explore the nuances and differences in interactions between ManchesterUnited’s official and unofficial brand communities, specifically, it seeks to understand how these channels leverage narrative control, fan engagement, and the overall experience of community members. Additionally, this paper aims to develop online brand community literature, by providing a perspective on unofficial brand communities. Method: This research employs a qualitative analysis on nethnographic data collection of posts, comments, and interactions of both Manchester United’s official and unofficial brand communities. The analysis focuses on 4 key relationships adopted and developed from McAlexander et al., (2002): Fan-to-Product, Fan-to-Brand, Fan-to-Company, and Fan-to-Fan. This study examines how these four relationships are shaped by the content produced as well as engagement strategies in the official and unofficial brand communities. Conclusion: Findings reveal that the official channels of Manchester United focus on maintaining a prestigious and polished brand image, emphasizing heritage, quality, and positive fan experiences. In contrast, unofficial channels offer a more authentic and genuine space for community expression, allowing for real-time reactions and discussions. Fans may be drawn to an unofficial channel due to its transparency and more authentic interactivity. This study highlights the importance of balancing a controlled narrative with genuine fan interactions, which suggests that these elements could enhance brand community engagement.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-65408 |
| Date | January 2024 |
| Creators | Leonescu Hamnström, Markus Stefan Nils, Ekström, Nampu Robin |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.002 seconds