Football Clubs Uses Of Social Media: A Case Study Of Newcastle United FC From A Fan Perspective.

Abstract: Although the communication aspects of sport and football organizations are receiving in-creased scholarly attention, research from the perspective of fans of such organizations has mostly been neglected. This study problematizes the gap that exists be-tween the current social media communication of football organizations, that tend to be guided by commercial interests, and the expectation of fans that call for increased engage-ment and interaction. The purpose of this study is to gain more in-depth knowledge and understanding of how football fans view their clubs social media, and the types of interaction they strive to attain through communication on social media. To address this purpose, a case study was conducted on Newcastle United FC and the fans of that EPL football club. The analysis showcase that football fans can be critical, and are valiant in expressing their opinion on everything they do not appreciate concerning their beloved football clubs. Nevertheless, fans show a deep sense of affection towards the team they follow, remain optimistic that the football clubs com-munication can be advanced, and are appreciative of every improvement that is made. This study embodies a pragmatic philosophy and in keeping with that tradition provides an ex-tensive practical recommendations chapter based on critical findings.