Title: Nu är det dags för fotboll 2.0 I En studie om hur fotbollsklubbar i allsvenskan
arbetar med relationsmarknadsföring med hjälp av sociala medier.
Short explanation of the title
We chose the title “Nu är det dags for fotboll2.0”because it relates to the social
habits that occurs between individuals within society today. People are more
interactive online than before due to the development of Web 2,0 and social medias.
The main purpose of this thesis is to describe how professional football clubs use
social media tools to establish, maintain and develop relationships with costumers
within the field of sports.
The thesis is based on a qualitative research with an inductive approach to make it
possible to create a depth within the research. In addition, we have a hermeneutic
perspective to build an understanding for the hard labour that is put in action by
workers in the football clubs only for the reasons of making relationships possible
and strengthening bonds by using social media tools. We have gathered the
empirical information trough interviews with main leaders within chosen
organizations that use social media tools on an every day basis. Also, the theoretical
framework is assembled on primary and secondary sources such as scientifically
articles, literature, and well-known websites that are somehow connected to social
media and relationship management.
The clubs work with relationship marketing through social media by creating a
gravitational pull to their organisations through providing a constant flow of
information. The organisations use social media information channels, but also as
web-based meeting places encouraging discussions and feedback. Social media is
used as a tool for creating a unified experience around the organisations and its
2011. , 126 p.