The Role of Fan Community in Forming the Perception of a Football Brand by a "Passive" Audience (in the Case of FC «Lokomotiv»)

Student: Lukyanenko Victoria

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This work is devoted to identifying the role of the fan community in forming the image of a football club in the minds of a “passive” audience (for example, FC Lokomotiv (Moscow)). The object of the study is communication activity coming from the face of the fan community and the football club. The subject is a feature of the perception of the communication activities of the following two groups: the “passive” audience and the fan community. To achieve this goal, the following methods were used: interviews, content analysis and online survey. The results of the study explain the principles of interaction between the management of the football club and an active audience, as well as reveal the position of the fan movement and ordinary fans.

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