PhD

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 8th 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 […]

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Football clubs and brands in the digital age

I’ve been reading a number of papers about football brands, digital and social capital recently. A great study I hadn’t previously seen is called Football Supporters and Football Team Brands: A study in consumer brand loyalty (Richardson and O’Dwyer, 2003). This focuses on Irish football fan support for English football clubs. It’s a topic that […]

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Football & Digital Marketing – PhD research

This article is about my PhD research study in progress, which is about Football, Digital Media and Salford FC. I am a lecturer in Digital Business at the University of Salford where I am part of the Centre for Digital Business in the Business School. In March 2014, The Class of ‘92 purchased Salford City Football Club (SCFC) […]

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PhD methodologies, understanding positivist,interpretive, interpretative and young minds

I recently started my PhD and I’ve been reading about different methodologies and philosophical stances. I’ve read several papers and books on the subject. From my understanding so far there are several ways in which to approach. First of all, a positivist study is aimed primarily at trying to prove a particular case using objective […]

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