Purpose/method: The purpose of this research is to investigate how and if football supporters’ and non-supporters’ attitude towards football clubs is affected when they read about football related events on social media. To research this phenomenon a quantitative method constituting a survey was used to find parallels and to find patterns of the impact on different persons and what situations have the greatest impact on people. Conclusion: To conclude, this research shows that posts about football related events have a strong impact on the most hardcore supporters but also on people who are not interested in football at all. Furthermore, negative events such as hooliganism during football matches are one of few incidents which have the greatest impact on people. However, there are incidents that have positive effects on people when they spread on social media as well, for example sport success. The credibility of social media was relative high which in turn leads to more people being affected of what they read since they believe that what they read is also true. Contribution: The practical contribution of this essay is to help Swedish football clubs in their work with social media and to understand the impact of social media on their club. In addition the research will guide clubs on which details are most important to work with to build a good relationship with supporters and possible supporters on social media. The theoretical contribution is to get a deeper understanding of how the attitude of supporters and non-supporters can be affected when they read different news on social media.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-30349 |
| Date | January 2016 |
| Creators | Kling, Oscar, Sköld, Andreas |
| Publisher | Södertörns högskola, Institutionen för samhällsvetenskaper, Södertörns högskola, Institutionen för samhällsvetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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