The Impact of Customer-Centric Digital Marketing Strategies On Brand Loyalty In Football Clubs

Nguyen Quoc Anh (2024) The Impact of Customer-Centric Digital Marketing Strategies On Brand Loyalty In Football Clubs. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

AbstractThe thesis investigates the impact of customer-centric digital marketing strategies on brand loyalty in football clubs by employing a mixed-methods research design that combines both quantitative and qualitative approaches. The quantitative method consists of surveys targeting football fans overall, which gather data on fan attitudes, engagement patterns, and loyalty levels. Meanwhile, the qualitative method includes interviews with professional experts and long-term fans who provide deeper insights into the effectiveness of digital marketing strategies within the football industry. The research focuses on understanding how digital engagement initiatives such as personalized marketing and community engagement. Qualitative interviews were intended to play a central role in the study. Due to challenges in scheduling with industry professionals, the research shifted to a more extensive use of surveys. Therefore, the survey explores various customers’ touchpoints through social media, club websites, mobile apps, in-stadium experiences, merchandise, and loyalty programs. Additionally, the collective insights offer valuable guidance for sports marketers, demonstrating the importance of adapting strategies to maintain competitiveness in a saturated market. Overall, the findings aim to offer a comprehensive understanding of how football clubs can leverage customer-centric digital marketing strategies to strengthen fan loyalty and improve engagement, providing valuable insights for marketers within the football industry.Keywords: Customer-centric digital marketing, community engagement, fan loyalty, social media, personalization, football marketing

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, community engagement, fan loyalty, football management, management, marketing, personalization, Social media, sociological knowledge
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:24
Utolsó módosítás:	2025. Már. 25. 11:24

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