Social Media as a Platform for Brands’ Modification (Using an Example of RPL Clubs)

Student: Zharkova Polina

Educational Programme: Journalism (Bachelor)

Year of Graduation: 2019

This study expends methods which used by football clubs of Russian Premier League to modify and promote their brand, and also to attract new audience. Furthermore, the research analyzes how different cases work for the maintaining relationships between supporters and sports organizations. To do that, various of methods were used: literature review for theoretical part, typological and systematical analyses for investigating of marketing trends in social media, interviews for collecting data of clubs’ work in social networks. The study demonstrated that football clubs make an effective work in various platforms as the index of views and subscribers has significantly grown for last year. What is also important, some of cases were noticed abroad, by international sports media and even football clubs.

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