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Keywords: Football fans
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (3): 242–257.
Published: 15 March 2019
...Thomas Aichner Purpose The purpose of this paper is threefold: to measure and compare the degree of social media use (SMU) by football clubs, to assess football fans’ engagement with content posted by football clubs (FCs) and to evaluate differences in user engagement with commercial social media...
