Research & Publications


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

Journal Articles

Heinze, A, Griffiths, M, Fenton, A and Fletcher, G 2018, ‘Knowledge exchange partnership leads to digital transformation at Hydro-X Water Treatment, Ltd’ , Global Business and Organizational Excellence, 37 (4) , pp. 6-13.
Anagnostopoulos, C, Parganas, P, Fenton, A and Chadwick, SM 2018, ‘Branding in pictures : using Instagram as a brand management tool in professional team sport organisations’ , European Sport Management Quarterly .
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Fenton, A and Turner, J 2017, ‘Case study : good practice in enterprise and entrepreneurship education – University of Salford – Building bright ideas and innovating future business : delivering meaningful enterprise skills training at the University of Salford’ , The Quality Assurance Agency for Higher Education (QAA) .
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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.


Fenton, A and Mohamad, MRA 2016, ‘Social media’ , in: Digital and social media marketing : a results-driven approach , Routledge, pp. 190-213.

Fenton, A and Heleu, B, 2018 (forthcoming) Social Media and football, in Routledge Handbook of Football Management, Routledge




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