Journal Articles

Case studies


Fenton, A 2018, The field behind the screen : social capital and the social media communications of a football club brand , PhD thesis, University of Salford.

Press and policy

I am a regular contributor to the local and national press including:

Books and chapters

  • Fenton, A & Parry, K.D, & Chadwick, S &  Guimarães, G & Aeron,V 2022. “Digital Innovation in Sport – Barriers and Opportunities for Branded Fitness Apps for Fans,” Studies on Entrepreneurship, Structural Change and Industrial Dynamics, in: Vanessa Ratten (ed.), Entrepreneurial Innovation, pages 25-42, Springer.
  • Miah, A and Fenton, A. 2021. Routledge Handbook of the Olympic and Paralympic Games, Esports in the Olympic and Paralympic Games: The business case for integration, Routledge
  • Fenton, A. 2020. You’re on Mute – Zoom to 3D
  • Fenton, A, Griffiths, M, Fletcher, G. 2020. Strategic Digital Transformation, Routledge – Book website
  • Fenton, A and Mohamad, MRA. 2020. ‘Social media’ , in: Digital and social media marketing : a results-driven approach , Routledge
  • Fenton, A , Cooper-Ryan, AM and Vasilica, CM 2019, ‘Smartphone fitness apps and football fans : a case study of Fan Fit’ , in: Football as Medicine: Prescribing Football for Global Health Promotion , Critical Research in Football , Routledge.
  • Robinson, N, Fenton, A & Dale, C. 2019. Video killed the radio star: A review of social commerce music platforms in facilitating product dissemination. From record and rewind, to upload and distribute.In Boardman, R, Blazques, M, Henninger, C.E. & Ryding, D (Ed), Social Commerce: Consumer Behaviour in Online Environments. London: Palgrave Pivot
  • Fenton, A and Heleu, B, 2018. Social Media and football, in Routledge Handbook of Football Management, Routledge

Conferences and keynotes

Fenton, A et al. 2020. Case of Joe Wicks and Social Network Analysis, British Academy of Management webinar

Fenton, A, Smith, M, 2019, Netnography and Social Network Analysis workshop, Social Media and Society Conference, Toronto, Canada

Fenton, A, 2018, Digital Sport and Fan Engagement (Keynote), Coppead Business School, Rio de Janeiro, Brazil

Fenton, A, 2016, Building international relationships through social media marketing: A netnography of football communities , in: Contemporary Issues in International Marketing.

Fenton, A 2015, Social capital, brand and football : tales from the digital field – extended abstract for : UKAIS & British Academy of Management E-business and E-government SIG , in: UKAIS & British Academy of Management E-business and E-government SIG, 03/12/15 – 04/12/15, Newcastle University.

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Fenton, A 2015, Digital media, football fans and communications : a case study of Salford City FC, a ‘digital football club’ , in: Academy of Marketing Conference 2015, 7-9 July 2015, University of Limerick Ireland.
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Fenton, AM 2011, Beyond the closed e-portfolio: Designing for the digital curation of professional identities for lifelong learning , in: Education in a Changing Environment (ECE) 6th International Conference : Creativity and Engagement in Higher Education, 6 – 8 July 2011, The University of Salford, Greater Manchester, UK.

Conversation Articles

White papers