Digital Marketing Archives - Page 2 of 3

Digital Marketing

Digital transformation research

In the last few years, I’ve been given the opportunity to work on some incredible digital transformation research projects at Salford University. Digital transformation is a hot topic currently and we are running more and more training courses, projects and research alongside our related BSc degrees, Masters and PhD’s. This article outlines how organisations can take advantage of working with a University to take advantage of digital transformation research through practical projects. (more…)

By Alex Fenton, 3 years6 months ago

Model showing internet users, fans and social capital

Digital Marketing

The field behind the screen: Social capital and the social media communications of a football club brand

I registered for a PhD at Salford University in October 2014 and on Tuesday 06 February 2018, I had my final PhD Viva. This involves two external examiners reading the full thesis and then asking me lots of questions on it. Pleased to say that I successfully defended it. I Read more…

By Alex Fenton, 3 years3 years ago

Digital Marketing

Is the final whistle approaching for football and social media?

My PhD is all about football and social media and there has been some bad press for social media recently. This article explores some of the issues related to football and asks the question if full time is approaching for football and social media. It is based on an original Read more…

By Alex Fenton, 3 years3 years ago

Digital Marketing

Sports brands and social media

I was recently asked for my views on sports brands and social media. This crosses over into my PhD on this subject, so I thought it would be worth wrapping these thoughts into a blog post about social media and brands and what might lie in store for the future. Read more…

By Alex Fenton, 4 years4 years ago

Alex Fenton and Marta Rodriquez, Big Chip Awards

Digital Marketing

A Day in the Life of a Salford Uni Academic

As part of the University of Salford’s 50th Anniversary celebrations, staff and students are being asked to capture their thoughts and activities from a particular day in their life at Salford Uni. My day was 03 Feb 2017, so here are a few thoughts about what happened on that day. Read more…

By Alex Fenton, 4 years4 years ago

Digital Marketing

International digital marketing strategies

A couple of years ago, I was asked to put a talk together on ‘Websites for International Audiences’. The slides on Slideshare (below) have had over 5000 views so I thought it may be time to pick this up again. Since then, I’ve been conducting some research into what engages Read more…

By Alex Fenton, 4 years4 years ago

Digital Marketing

Being sociable on social media – Netnography and social capital Conference talks

In the last couple of weeks, I’ve had the fortune to be able to present some of my Netnography PhD work at a number of great conferences and events. I started off with a talk at the Football Collective Conference at FC United’s ground on 30/11/16. The talk was entitled: Building Read more…

By Alex Fenton, 4 years4 years ago

Graph showing Salfords international fans

Digital Marketing

Social Media, Digital tech and football in the modern age

As part of my research into football and digital culture, through articles,blogs, comments online and interviews, these various phrases arose to describe lesser connected football fans: bandwagon jumpers, plastic fans, armchair supporters, glory hunters, not a real fan, fair weather fans, flaneurs, part-timers, light attenders, casuals, followers and many others that I am Read more…

By Alex Fenton, 5 years4 years ago

A graphic about SNA and netnography produced using Gephi with overlaid Tweets

Digital Marketing

Social media analysis tools and analysis

This article explores social media analysis tools using the wealth of social media data of people’s interactions online for both academic and market researchers. This post comes from my PhD research on Netnography and Salford City FC and forms part of a recent contribution to our new book Digital Marketing: A Read more…

By Alex Fenton, 5 years4 years ago

Digital Marketing

Social capital, brand and football: tales from the digital field

This research focuses on a new era for Salford City Football Club (SCFC). In the 2014/15 season, when SCFC were in the 8^th tier of English football, they were taken over by ex-Manchester United players the Class of 92. The new era heralds an unusual case of a non-league football team having such high profile owners with reported ambitions to turn SCFC into a ‘digital football club’ (Conn, 2014). (more…)

By Alex Fenton, 5 years5 years ago