PhD

Salford FC on Twitter

Social Media, Sports clubs & fan engagement (Part 1 of 5)

Part 1 of this blog post series of digital sport and fan engagement covers sports clubs and social media. It discusses the way in which clubs and players use social media platforms in order to reach fans and build their brands. In the previous post, I discussed the triple revolution of fast Internet, smartphones and social […]

Read More
Model showing internet users, fans and social capital

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 officially became Dr. Alex on […]

Read More
Salford FC on Twitter

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 article on sports and social […]

Read More

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. The value of social media […]

Read More
Alex Fenton and Marta Rodriquez, Big Chip Awards

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. The day started with a […]

Read More
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 international audiences online. This is […]

Read More
Being sociable on social media

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 international relationships through social media […]

Read More
Graph showing Salfords international fans

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 sure you have heard before. […]

Read More
PhD in digital marketing

PhD in digital marketing

In 2018, I completed a PhD in digital marketing at Salford Business School, University of Salford. This page outlines my journey and how you could also do a DBA or PhD in digital marketing online or face to face. Read on to find out how. I have been interested in online, Internet based communities since […]

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

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 Results Driven Approach. This post […]

Read More