Consumer Behavior of Football Club Fans in the Context of Social Networks

This thesis, dedicated to the topic of "Consumer behavior of football club fans in the context of social media", examines the impact of the online environment on fan behavior, their motivation, preferences, and the formation of loyalty to clubs. The research utilized both qualitative methods (in-depth interviews and content analysis) and quantitative methods (big data analysis in social networks and surveys). The study involved fans of football clubs of the Russian Premier League in the 2023–2024 season, whose activity was observed on social networks such as VKontakte, Telegram, YouTube, Odnoklassniki, Facebook and Instagram (products of Meta, recognized as an extremist organization on the territory of the Russian Federation). The research findings revealed that social networks play a crucial role in shaping the consumer behavior of fans. They value high-quality and exclusive content, particularly behind-the-scenes footage of matches, interviews with players and coaches. It is also essential for them to receive an emotional response from the clubs, as well as to satisfy their need for entertainment through humor, funny videos, and memes. Active engagement of clubs with fans on social media contributes to the formation of loyalty and attachment to the club. The conclusion of this thesis provides recommendations for optimizing club strategies on social media to enhance fan engagement and loyalty.