Fan engagement during COVID-19 pandemic: an analysis of football clubs’ content on social media and the (new) trends in fans interactions

iii ii COPYRIGHTS AND TERMS OF USE OF WORK BY THIRD PARTIES This academic wo k can be used by hi d pa ies as long as he in e na ionally accep ed ules and accep able p ac ices a e espec ed conce ning copy igh and ela ed igh s. Thus, his wo k can be used unde he e ms se ou in he license below. I he use needs pe mission o make use o he wo k unde condi ions no p o ided o in he indica ed license, he mus con ac he au ho , h ough he Reposi o iUM o he Uni e si y o Minho. A ibu ion-NonComme cial-NoDe i a i es CC BY-NC-ND 4.0 h ps://c ea i ecommons.o g/licenses/by-nc-nd/4.0/ iii Acknowledgmen I am g a e ul o my pa en s, who augh me ha educa ion is he mos powe ul asse in li e, ha nobody e e akes i om you. And amid so much di icul y, I lea n o ake ad an age o e e y oppo uni y, and o c ea e hem whene e possible. This hesis is he esul o ha . Thank you o my pa en s and o my ances o s, who so o en le hei homes in sea ch o a be e li e. Special hanks o my supe iso P o esso Joaquim Manuel Sil a, om he Uni e si y o Minho, who guide me pa ien ly and wisely h ough he long p ocess o his esea ch. Also, o P o esso Ma co Ie a, om he Uni e si y o Pa ma, o his collabo a ion wi h social media analy ics eachings. I wan o dedica e his hesis o e e yone who o e came obs acles and aced losses du ing he pandemic bu who esis ed and mo ed on. i “Spo has he powe o change he wo ld. I has he powe o inspi e. I has he powe o uni e people in a way ha li le else does. I speaks o you h in a language hey unde s and. Spo can c ea e hope, whe e once he e was only despai . I is mo e powe ul han go e nmen s in b eaking down acial ba ie s. I laughs in he ace o all ypes o disc imina ion.” Nelson Mandela STATEMENT OF INTEGRITY I he eby decla e ha ing conduc ed his academic wo k wi h in eg i y. I con i m ha I ha e no used plagia ism o any o m o undue use o in o ma ion o alsi ica ion o esul s along he p ocess leading o i s elabo a ion. I u he decla e ha I ha e ully acknowledged he Code o E hical Conduc o he Uni e si y o Minho. i Resumo Comp ome imen o de adep os du an e a pandemia do Co id-19: Uma análise de con eúdo dos clubes de u ebol nos media sociais e as (no as) endências de in e ação dos ãs Es a disse ação em como obje i o in es iga o comp ome imen o dos adep os ao seu clube du an e um dos pe íodos de c ise humani á ia global, ocasionado pela pandemia do Co id-19. Dado o ompimen o do elo de ligação en e ãs e os jogos de u ebol, de ido à sua suspensão po longos pe íodos, su ge a impo ância de se es uda as es a égias de con eúdo em medias sociais desen ol idas pelos clubes das cinco maio es ligas de u ebol da Eu opa, os “Big Fi e”. A pesquisa ambém in es iga as espos as dos ãs a esse con eúdo, e elando endências que e le em as p e e ências do público. Es a in es igação incidiu na análise da a i idade na ede social Twi e du an e os qua o p imei os meses da pandemia de oi o clubes de u ebol das ligas: Se ie A (I ália), La Liga (Espanha), P emie League (Ingla e a), Bundesliga (Alemanha) e Ligue 1 (F ança), selecionados de aco do com a sua popula idade. A escolha do Twi e de eu-se à sua popula idade, à sua ele ância his ó ica na comunicação despo i a nas medias sociais e ambém de ido ao seu as o po encial em p omo e a o mação de comunidade, a o que co obo a com o o alecimen o in e ação en e adep os. A in o mação cole ada oi esumida num mind map, que guiou a análise quali a i a e quan i a i a u ilizadas. Os esul ados e elam um pad ão de pa ilha de con eúdos c iados pelos clubes. Tópicos ligados a B anding e pos agens in o ma i as elacionadas ao Co id-19 a aí am mais e wee s e likes se compa ados com ou as inicia i as iden i icadas. Também se cons a a que os con eúdos de Responsabilidade Social Co po a i a (RSC) ecebe am um maio comp ome imen o dos adep os. Es e ópico cump e um papel ainda mais pode oso na conexão en e clubes e ãs num con ex o de isolamen o social, pois se comp ome e e con ibui com o bem-es a social. Os con ibu os eó icos e p á icos des e es udo são mui o ele an es pela sua a ualidade, po se o p imei o a analisa em empo eal as es a égias de comunicação dos clubes e os esul ados do comp ome imen o dos ãs nas edes sociais en e aos di e en es es ímulos du an e a pandemia. Pala as-cha e: Análise dos media sociais, Comp ome imen o do adep o, Co id-19, Fu ebol, Responsabilidade Social Co po a i a. ii Abs ac Fan engagemen du ing Co id-19 pandemic: An analysis o oo ball clubs’ con en on social media and he (new) ends in ans in e ac ions This hesis in es iga es he ans’ engagemen o hei clubs du ing one o he pe iods o he global humani a ian c isis caused by he Co id-19 pandemic. Amid a up u e be ween ans and oo ball ma ches, since hose we e suspended o long pe iods, eme ges he need o s udy social media con en s a egies de eloped by clubs om he main Eu opean Leagues, he “Big Fi e”. The esea ch also in es iga es he ans’ esponse o his con en , showing ends ha e lec public p e e ences. This in es iga ion ocused on he analysis o ac i i y on he social ne wo k Twi e du ing he i s ou mon hs o he pandemic o eigh oo ball clubs in he leagues: Se ie A (I aly), La Liga (Spain), P emie League (England), Bundesliga (Ge man) and Ligue 1 (F ance), selec ed acco dingly o hei popula i y. The choice o Twi e was due o i s his o ical ele ance on spo s communica ion in social media while main aining i s as po en ial in p omo ing he es ablishmen o a communi y, which con i ms he s eng hening o he in e ac ion be ween ans. The collec ed da a was o ganised in a mind map ha guided he subsequen quali a i e and quan i a i e analysis. The esul s e eal a pa e n o sha ing con en c ea ed by clubs. Compa ed o o he ini ia i es, B anding ela ed opics, and in o ma i e pos s ela ed o Co id-19 ga he ed mo e e wee s and likes. The analysis also e idences ha he con en s o Co po a e Social Responsibili y (CSR) ecei ed a g ea e commi men om suppo e s. This opic plays an e en mo e powe ul ole in he connec ion be ween clubs and ans in a con ex o social isola ion, as i is commi ed o and con ibu es o social well-being. The heo e ical and p ac ical con ibu ions o his s udy a e e y ele an due o i s imeliness, as i is he i s s udy o analyse in eal- ime he communica ion s a egies o he clubs and he esul s o he ans, in e ms o hei engagemen in he social ne wo ks o he di e en s imuli du ing he pandemic. Keywo ds: Social media analysis, Fan engagemen , Co id-19, Foo ball, Co po a e Social Responsibili y xi Lis o Figu es Figu e 1 A Concep ual F amewo k o he P ocess o Engagemen (Bowden, 2009, p. 66)................. 13 Figu e 2 an Doo n e al. (2010)’s concep ual model o cus ome engagemen beha iou (p. 256) .... 14 Figu e 3 SME model by Di Gangi & Wasko (2016) ............................................................................ 18 Figu e 4 The COBRA ypology as a con inuum o h ee usage ypes – consuming, con ibu ing and c ea ing. Ex ac om Mun inga e al. (2011, p. 16) .......................................................................... 22 Figu e 5 Mind Map Foo ball in he Co id-19 pandemic: he impac on an engagemen ..................... 52 Figu e 6 Bes Momen s Videos o celeb a e Tu kish oo ball playe Me ih Demi al bi hday. The mos liked wee o he pe iod analysed. Code: B anding ........................................................................... 69 Figu e 7 “The goal by Ca li os #Te ez gi es o @BocaJ sO icial ic o y in he A gen ine championship! Cong a ula ions, champion!”. I is he hi d mos liked and ou h mos e wee ed. Code: B anding .... 69 Figu e 8 The mos e wee ed wee o he pe iod analysed. The i s o icial announcemen ega ding he posi i e Co id-19 es s in playe s. Code: O icial Announcemen ........................................................ 70 Figu e 9 Solida i y: playe wi h Co id-19. Commen on Dybala’s pos , he 7 h mos liked in he pe iod analysed. Code: Social Commi men ................................................................................................. 70 Figu e 10 “Happy Bi hday, Paul”; Bi hday celeb a ion .................................................................... 72 Figu e 11 B anding A hle es ............................................................................................................. 72 Figu e 12 “Pe ec s op, one- wo wi h @aa on amsey, slalom and le -handed winge ! #TBT o @PauDybala_JR's ea in #Ju en usIn e ”; Sco ing a goal ................................................................. 72 Figu e 13 Backs age a home, Sub-code: B and In e ac ion (A Home) .............................................. 73 Figu e 14 Re u n ease , New Code: New No mal ............................................................................. 73 Figu e 15 Bes momen s .................................................................................................................. 74 Figu e 16 JUVENTUS TV FREE FOR ONE MONTH! We help you s ay a home: en e he code JUVE30DAYS and you can y i o ee all o e he wo ld @Ju en usTV o one mon h!* h p://ju e.i /AVuj50yL5y *o e alid only on mon hly passes h p://ju e.i /UmcR50yL5 q"; Sub-code: B anding+ ........................................................................................................................................ 74 Figu e 17 “Being es ed is ou na u e. Winning he nex challenge is ou soul. #KeepJeep @Jeep_People”; Sub-code: B and+Sponso ................................................................................................................ 74 Figu e 18 “An idea o Eas e lunch. Ou bes wishes om ou O icial Pas a #DeCecco h ps://bi .ly/2JJS e8”; New Code: Sponso ed ................................................................................. 74 Figu e 19 “TODAY AT 15:00 AT HOME WITH THE JUVE! Li e web @10_Sma i and @DanieleRugani gues s o En ico Zamb uno and Claudio Zuliani. Twee immedia ely you ques ions, hash ags #ACasaConLaJu e! LIVE on h p://you ube.com/Ju en us and h p:// .ju en us.com” ................... 75 Figu e 20 “Happy Eas e o all he (whi e and black emo ions) a ound he wo ld (hea emo ion). Thi d es : can you ind he egg hidden in he image? #HappyEas e ” ......................................................... 75 Figu e 21 “Choose a GIF o commen he CR7 skills. A e you eady o one #GIFChain?” .................. 76 Figu e 22 “This is he momen o colou you house in (emo ions in whi e and black colou s). Tag us in you pho o and ideo: we a e going o publish he bes ones!” .......................................................... 76 Figu e 23 “Company no e | Ag eemen wi h oo ball playe s and coaches om he i s eam” ......... 77 Figu e 24 “Co id-19, cu ed @PauDybala_JR” ................................................................................... 77 x Figu e 25 The und aising campaign s a s wi h he clubs’ p esiden And ea Agnelli announcemen . “In such a delica e momen , we wan o make ou con ibu ion. Dona e oge he wi h Ju en us h p://ju e.i /h8s550yKjdA #Dis an iMaUni i #Li eAhead” ............................................................... 78 Figu e 26 Second pos o many pos ed showing playe s eco ded ideos asking people o dona e. “Wo d o Capi an @Chiellini. Dona e oge he wi h Ju en us. h p://go undme.com/ /dis an i-ma-uni i-dona- insieme-alla-ju en us #Dis an iMaUni i#Li eAhead” ........................................................................... 78 Figu e 27 “The Agnelli amily and i s socie y o Co id-19 eme gency” ............................................... 79 Figu e 28 “#Ju eMilan, he Allianz S adium ood will no be was ed. This is why: (link)” .................... 79 Figu e 29 Honou o he ic ims o he To ino F.C. disas e ............................................................... 80 Figu e 30 Solida i y be ween clubs ................................................................................................... 80 Figu e 31 Social Commi men , di e si y, equal igh s, human igh s .................................................. 84 Figu e 32 Social Commi men , condolences ..................................................................................... 84 Figu e 33 Celeb a ion, New Code: O he ........................................................................................... 84 Figu e 34 T aining, e u n, in e ac ion. New Code: New No mal ........................................................ 84 Figu e 35 B anding A hle e ............................................................................................................... 85 Figu e 36 Celeb a ion, Bi hday ........................................................................................................ 85 Figu e 37 New No mal ..................................................................................................................... 85 Figu e 38 B and+Sponso ................................................................................................................ 85 Figu e 39 Conce , cha i y, Music & Spo s, he i s pos abou he F om Milan Wi h Lo e e en , and he mos RT ........................................................................................................................................... 87 Figu e 40 The mos liked pos abou he F om Milan Wi h Lo e e en ................................................ 87 Figu e 41 Call in e iew .................................................................................................................... 88 Figu e 42 Quiz Time: o comple e he ph ase in English and I alian ................................................... 88 Figu e 43 Icon's episode on Milan's .................................................................................................. 88 Figu e 44 Soulma e Episode ............................................................................................................. 88 Figu e 45 Fan in e iew .................................................................................................................... 89 Figu e 46 Fan club messages ........................................................................................................... 89 Figu e 47 O icial s a emen .............................................................................................................. 90 Figu e 48 Re u n, Ma chdays da es .................................................................................................. 90 Figu e 49 Co id-19, Dona ion ........................................................................................................... 91 Figu e 50 Suppo , cha i y, ood deli e y ........................................................................................... 91 Figu e 51 Racism, Black Li es Ma e ............................................................................................... 91 Figu e 52 Suppo ing Social Dis ancing ............................................................................................. 91 Figu e 53 Ma chday ......................................................................................................................... 94 Figu e 54 “Real Mad id CF deeply eg e s he passing o Dolo s Sala Ca ió, mo he o Pep Gua diola. Ou club wan s o show i s condolences o you amily and lo ed ones.”; Condolences ...................... 94 Figu e 55 “’Wha a h ill o ma k on #ElClásico! Go Mad id!’ #RealFoo ball |#HalaMad id”; Ma chday; goal eco ded es imony ................................................................................................................... 95 Figu e 56 “Today we u n 118 yea s o his o y! Wha has been you bes momen as a mad idis a?”; Club's his o y ................................................................................................................................... 95 Figu e 57 Recogni ion ...................................................................................................................... 96 Figu e 58 His o y, sco ing a goal ...................................................................................................... 96 x i Figu e 59 “Good mo ning Mad idis as!”; Following ma ch-day, mo i a ion ......................................... 97 Figu e 60 “Will o play”; Mo i a ion ................................................................................................... 97 Figu e 61 Re u n; sco ing a goal. New Code: New No mal ................................................................ 97 Figu e 62 Re u n; New Codes: New No mal ...................................................................................... 97 Figu e 63 Digi al magazine, announcemen , Sub-code: B anding+..................................................... 98 Figu e 64 FIFA 21, eSpo s, Sub-code: B anding+ ............................................................................. 98 Figu e 65 Mad id opened an accoun on Twi ch; La Liga San ande Challenge .................................. 99 Figu e 66 Real Mad id launch i s new accoun on TikTok Real ........................................................... 99 Figu e 67 Fan playing Real Mad id an hem ..................................................................................... 101 Figu e 68 Th owback se ies announcemen .................................................................................... 101 Figu e 69 “B ing ou you a is ic side! Rec ea e one o ou bes momen s in any o ma : ideo, d awing, song ... And send i on he LINK be o e e e y Sunday”; Con es ...................................................... 101 Figu e 70 Co id-19, News .............................................................................................................. 102 Figu e 71 Reducing expenses ......................................................................................................... 102 Figu e 72 Eu opean Solida i y Cup ................................................................................................. 103 Figu e 73 Real Mad id Solida i y ..................................................................................................... 103 Figu e 74 Bi hday celeb a ion ........................................................................................................ 107 Figu e 75 New no mal, labeled: B anding ....................................................................................... 107 Figu e 76 Young Ba celona an doing keepie uppie ......................................................................... 107 Figu e 77 @LaLigaEN epos .......................................................................................................... 107 Figu e 78 Leonel Messi's abili ies (pho o) ....................................................................................... 108 Figu e 79 Leonel Messi's abili ies ( ideo), sco ing a goal ................................................................. 108 Figu e 80 His o y, Memo y ............................................................................................................. 109 Figu e 81 Anima ion, sponso ed. Sub-label: B and+Sponso ........................................................... 109 Figu e 82 C ea ion o he Vibe Communi y .................................................................................... 110 Figu e 83 Con es , leads, Ba ça Websi e ......................................................................................... 110 Figu e 84 Cule s A Home hash ag launch ...................................................................................... 111 Figu e 85 Cule s A Home #1 ......................................................................................................... 111 Figu e 86 A wo k (colou he pic u e) ............................................................................................. 112 Figu e 87 Fan A ........................................................................................................................... 112 Figu e 88 Closed doo s, Co id-19, News ........................................................................................ 113 Figu e 89 Co id-19, Suspended ac i i ies ........................................................................................ 113 Figu e 90 Suppo , S ay a Home, Playe es imony ........................................................................ 114 Figu e 91 Ba celona agains acism ................................................................................................ 114 Figu e 92 Solida i y ........................................................................................................................ 115 Figu e 93 Essencial se ices p o essionals ...................................................................................... 115 Figu e 94 Social Commi men ........................................................................................................ 120 Figu e 95 Paul Pogba bi hday celeb a ion ...................................................................................... 120 Figu e 96 Coming back .................................................................................................................. 120 Figu e 97 Con ac ex ension .......................................................................................................... 120 Figu e 98 In e ac ion, B anding ...................................................................................................... 121 Figu e 99 B and+Sponso .............................................................................................................. 121 x ii Figu e 100 #S ayA HomeChallenge ................................................................................................ 122 Figu e 101 New No mal, Wa ch games a home ............................................................................. 122 Figu e 102 Con e ence call ............................................................................................................ 123 Figu e 103 P og am in e iew ........................................................................................................ 123 Figu e 104 Fans' pa icipa ion ( o ing) Ma ch.................................................................................. 124 Figu e 105 Rewind se ies. Fans pa icipa ed o ing ......................................................................... 124 Figu e 106 A Challenge ................................................................................................................ 124 Figu e 107 Pos poned announcemen ............................................................................................ 125 Figu e 108 Ticke s a angemen s ................................................................................................... 125 Figu e 109 Dona e you wo ds, in pa ne ship wi h Cadbu y UK ...................................................... 126 Figu e 110 Washing hands ............................................................................................................. 126 Figu e 111 Gi en suppo o NHS p o essionals .............................................................................. 126 Figu e 112 Honou o Na ional Heal h Se ice ................................................................................ 126 Figu e 113 Fund aising a le .......................................................................................................... 127 Figu e 114 Uni ed agains acism ................................................................................................... 127 Figu e 115 P emie League champions announcemen ................................................................... 131 Figu e 116 P emie league champions celeb a ion .......................................................................... 131 Figu e 117 Manches e Uni ed pos e wee ed ................................................................................ 131 Figu e 118 T ibu e o Hillsbo ough disas e ic ims ......................................................................... 131 Figu e 119 A hle es aining a home .............................................................................................. 132 Figu e 120 A pic u e o he s adium as hei "home" ...................................................................... 132 Figu e 121 Th owback se ies.......................................................................................................... 133 Figu e 122 FIFA20 upda e, Sub-label: B anding+ ............................................................................ 133 Figu e 123 #LFCHomeGoals .......................................................................................................... 134 Figu e 124 Home Skills i s episode .............................................................................................. 134 Figu e 125 Hygienic p ac ices o hose a ending he game ............................................................. 134 Figu e 126 Showing s ay a home suppo ...................................................................................... 136 Figu e 127 LFC Connec : social isola ion acking ........................................................................... 136 Figu e 128 T ea boxes deli e y o key wo ke s in ca e homes ........................................................ 136 Figu e 129 Ca e home esiden s connec ing wi h hei amilies ....................................................... 136 Figu e 130 “Uni y is s eng h” ........................................................................................................ 137 Figu e 131 Thank you NHS and Black Li es Ma e je sey messages ............................................... 137 Figu e 132 Commen ing a ic o y wi h he esul and he commen “Wonde ul” ............................. 140 Figu e 133 “We ake a deep b ea h” .............................................................................................. 140 Figu e 134 Condolences Pape Diou amily and ela i es ................................................................. 140 Figu e 135 Mau o Ica di new playe announcemen ........................................................................ 140 Figu e 136 Playe s' Ins ag am s o ies ............................................................................................. 141 Figu e 137 T aining a home episodes, sub-label: B and+Sponso ................................................... 141 Figu e 138 PSG is he F ance o icial champion .............................................................................. 142 Figu e 139 "Red and Blue Flash" new se ies p og am wi h news and in e iews .............................. 143 Figu e 140 PSG Wa ch Pa y .......................................................................................................... 143 Figu e 141 Co e pho o challenge .................................................................................................. 144 x iii Figu e 142 #PSGHomeChallenge ................................................................................................... 144 Figu e 143 #PSGChallenge ............................................................................................................ 145 Figu e 144 #ALLa Home Gaming Cup ............................................................................................ 145 Figu e 145 “Pa is Sain -Ge main akes no e and suppo s he decision o he @LFP ” .................... 146 Figu e 146 "All he o icial Pa is Sain -Ge main s o es, as well as he #PSGexpe ience a e now closed un il u he no ice" ........................................................................................................................ 146 Figu e 147 #OnApplaudi ............................................................................................................... 147 Figu e 148 "Tous Unis" (All oge he ) ............................................................................................. 147 Figu e 149 #Hé osduQuo idien (E e yday he oes) ........................................................................... 148 Figu e 150 Vi al ideo ega ding Meownuel Neue skills .................................................................. 151 Figu e 151 #Mei8 e : he eigh h Bundesliga i le ............................................................................ 151 Figu e 152 In ini e symbol ollowed by he Mei8 e hash ag............................................................. 152 Figu e 153 “Cong a ula ions on he bi h o you daugh e , Anna and @lewy_o icial!” .................... 152 Figu e 154 “To s a he new week: Fi ness wi h @lewy_o icial!” .................................................... 153 Figu e 155 Toile pape challenge ................................................................................................... 153 Figu e 156 Old ma ches o be e iewed .......................................................................................... 154 Figu e 157 #Fou RingsChallenge .................................................................................................... 154 Figu e 158 "Wha a e you cu en ly wa ching a home?" ................................................................. 155 Figu e 159 Co ona i us: Cu en s a us be o e he home game agains FC Augsbu g ...................... 156 Figu e 160 Because o co ona i us: semi- inals in #DFBPokal eloca ed .......................................... 156 Figu e 161 Baye n's p esiden Ka l-Heinz Rummenigge p onuncia ion ega ding Co ona i us .......... 157 Figu e 162 Tag gegen Rassismus (Day agains acism) ................................................................... 157 Figu e 163 Baye n ace masks; Sub-code: social ma ke ing ............................................................ 157 Figu e 164 “I akes nine minu es o sco e i e goals and a leas 20 seconds o wash ou hands” .. 157 Figu e 165 10.000 eu os dona ion o Münchne Ta el .................................................................... 158 Figu e 166 250,000 eu os dona ion o We Kick Co ona .................................................................. 158 Figu e 167 Ro gegen Rassismus (Red Agains Racism), Black Li es Ma e .................................... 159 Figu e 168 #Co onaWa nApp ......................................................................................................... 159 1 Chap e 1. In oduc ion “Foo ball wi hou ans is no hing.” 1 The quo e was said by he 13 yea s Cel ic and Sco land manage Jock S ein (1922 – 1985). Tha makes pe ec sense and can be p o ed wi h numbe s om an economic poin o iew. Foo ball is he mos popula spo s globally, g owing as e han he global GDP (Collignon, 2011; Pe o mance Communica ions & Can as8, 2016). Wi h a leas 3.5 billion suppo e s a ound he wo ld (Top 10 Mos Popula Spo s in The Wo ld, 2020; Sh ili, 2020), oo ball ep esen s one o he highes sha es o he global spo s indus y, whe e spo s ans gene a e an amoun o 1.5 illion dolla s (Aiken, Bee, & Walke , 2018). Jus he Eu opean P emie leagues we e esponsible o gene a ing a e enue o 28,9 billion eu os ( he equi alen o 33,62 billion dolla s) 2 in he season o 2018/19 (a 2% g ow h compa ed o he 2017/18 campaign), 59% (17 billion eu os o 19,12 billion dolla s) belonging o he Big Fi e, he op- ie oo ball leagues in Eu ope (Deloi e, 2020b). In a business o cus ome app oach, spo s ans a e he co e o he oo ball indus y as he p ima y e enue sou ce (Bouzdine-Chamee a, Fe and, Vale e-Flo ence, & Chana a , 2015). They di ec ly impac he clubs’ e enues by pu chasing icke sales o wa ch spo ing e en s. They a e he eason o he me chandising, which includes he sales o licensed p oduc s wi h eam logos. Addi ionally, spo s b oadcas a ge ans ha gene a e ees paid o wa ch spo ing e en s h ough media igh s. Indi ec ly, spo s ans a ec sponso s and local pa ne s (PwC Spo s Ou look, 2017; Cons and , Pa en , & Willem, 2019). Tha is he eason why engagemen , in pa icula , spo s ans engagemen , has been so much s udied in ecen yea s. P e ious esea ch has sugges ed ha engaged ans exhibi high a endance le els, ecommend he eam o o he s and pu chase mo e me chandise (Hedlund, 2014; McDonald, Ka g, & Vocino, 2013). Mo eo e , i is i al o spo s eams' success o de elop and main ain a passiona e g oup o ans (Biscaia, Hedlund, Dickson, & Naylo , 2018). Jock S ein’s quo e “ oo ball wi hou ans is no hing” has gained ele ance in 2020 du ing he Co id-19 pandemic. Mo e han e e , eams and playe s el he impo ance ha ans ha e o he spo ’s exis ence (and su i al). None heless, wha abou he opposi e when ans a e le wi hou ma ches? Tha happened when Eu ope leagues and ede a ions announced he suspension o compe i ions om Ma ch 11 h, when 1 “Foo ball wi hou ans is no hing” is he educed and popula ized o m o he o iginal quo e: "Wi hou ans who pay a he u ns ile, oo ball is no hing. Some imes we a e inclined o o ge ha . The only chance o b inging hem in o s adiums is i hey a e en e ained by wha happens on he oo ball ield." (Kelly, 2020) 2 T ansac ion based on he quo a ion o 22/6/2020 2 he I alian Se ie A announced he ou namen suspension h ough hei o icial Twi e accoun (Lega Se ie A, 2020). The wo ld aced a new eali y om Ma ch 2020: s adiums we e closed, and no mo e ma chdays. On Ma ch 11 h, he Wo ld Heal h O ganiza ion announced he s a o he pandemic (WHO, 2020d). I s a ed o change only on May 16 h when Bundesliga 2019/20 season esumed i s campaign (Ue s eld, 2020). Howe e , he games e u ned wi hou public. The championship was esumed o i s ans only h ough TV and adio b oadcas s. Ge many banned mass ga he ing un il Decembe 31s (The Local, 2020; Dellanna, 2020). Closed-doo ma ches we e pa o he new eali y: playe s played wi hou he usual chee and yell om he public, while ans a home wa ching he games wi h akes c owd chee ing as backg ound noises (Olley, 2020). The clubs su e ed a signi ican loss a e he pe iod wi hou ma ches and hen wi h closed-doo games in 2019/20, p edic ed o emain un il he 2020/21 campaign (Magui e, 2020). In May 2020, he KPMG FBM Repo calcula ed he losses conside ing wo dis inc scena ios: he i s one conside ing he cancella ion o he seasons; he second, games played behind closed doo s. The losses would ange a ound 26,5% ( he equi alen o almos 10 billion eu os) o 17,7% (a ound 6.6 billion eu os), conce ning he alue o 4.183 playe s in 10 Eu opean Leagues in bo h hypo heses (KPMG Spo s Ad iso y P ac ice, 2020). The eal e enues impac con inues o be accoun ed o , bu i is possible o ha e some glimpses acco ding o ins i u ions and clubs ha al eady sha ed hei losses. The Eu opean Club Associa ion (ECA) announced in July, a e enue loss o a ound 4 billion eu os (a ound 4.5 billion dolla s) (The Associa ed P ess, 2020). By he end o he 2020/21 season, ECA con i med a mo e complex eali y: he Eu opean eli e clubs had los mo e han 5 billion eu os (5.9 billion dolla s) in e enue (Impey, 2020). In Augus 2020, F.C. Ba celona announced o ha e los 203 million eu os in e enue in he 2019/20 inancial yea (F.C. Ba celona, 2020). The club had b oken he eco d e enue o 841 million dolla s in he 2018/19 campaign (Deloi e, 2020a), becoming he i s oo ball club o o e come he 800 million dolla s ba ie . Fo 2019/20, hey we e expec ing 1.059 billion eu os o e enue. Manches e Uni ed announced a 77,24 million eu os (70 million pounds) d op in i s e enue du ing he pandemic (S one, 2020). Ju en us F.C. in o med a loss o 140 million eu os wi h a 215 million eu os loss p edic ion in he 2020/21 campaign 3 in he wo s scena io (S a is a, 2020). Fu he mo e, he o ecas s con inue: FIFA p edic s a loss o 120 million dolla s in i s e enue o he 2022 Wo ld Cup (Dunba , 2020). Following he losses in e enues, om he ma ke ing pe spec i e, his b and-new si ua ion aised he challenge o keeping he ans engaged when he main engagemen link was cu . The Co id-19 pandemic is he i s wo ld heal h c isis in a social media e a, which enhances he impo ance o online pla o ms, such as social media, in p o iding spo manage s wi h he ools o manage commi men and an engagemen by c ea ing new and in e ac i e expe iences (Meng, S a os, & Wes be g, 2015). Social media has gained a c ucial ole in he las wo decades (Kaplan & Haenlein, 2010), in a con ex whe e he concep ual shi om p oduc o cus ome -cen ic and cus ome ela ionships become a op p io i y o he companies (Ve hoe , Reina z, & K a , 2010). Simul aneously wi h he inc easing s udy o he engagemen s a egies and app oaches, he online ne wo k became mo e meaning ul o he companies o each hei public. I impac ed di e en economy sec o s, ans o ming spo s ma ke ing (Wi kempe , Lim, & Waldbu ge , 2012). P o essional spo s eams we e pionee s in adop ing social media pla o ms (Filo, Lock, & Ka g, 2015). The ad en o social ne wo ks enables spo s ans o in e ac di ec ly wi h hei a ou i e eams, o he ans and sha e and gene a e con en (Pego a o & Jinnah, 2012). Beyond ha , social media su passes geog aphical ba ie s and allows ans o ollow he ac i i ies o he club hey suppo ega dless o hei loca ion (Gibbons & Dixon, 2010). These new esou ces mo i a ed he clubs o c ea e online ma ke ing s a egies in e en mo e e icien ways o di ec in e ac ion wi h ans (Pego a o, 2010), enhancing he ela ionships be ween eams and hei audience, and os e ing ela ional exchanges (P onschinske, G oza, & Walke , 2012). I explains why mos p o essional spo s eams made an e o o keep hei p esence on se e al social media pla o ms and inc easingly expand o new online pla o ms. Fu he , in he con ex o social dis ancing and lockdowns, he online pla o ms we e an e ec i e way (i no he mos ) o communica e. While an engagemen s udies in social media p og essed in spo s ma ke ing, he need o gi e back o hei communi y became e en mo e e iden . B ands ha e been c ea ing s a egies o engage g oups in socially desi able beha iou s o con ibu e o communi y de elopmen agendas (Babiak & Wol e, 2009; 4 Le e mo e, 2010; Walke , Ken , & Vincen , 2010). In a c isis pe iod, he eason o in es ing in CSR can be ela ed o co po a e image, ha is buil h ough an o e all imp ession, ei he posi i e o nega i e, o consume s owa d a company associa ed wi h eelings, a i udes, and expe iences o company’s pe o mance (Aake , 1995; Nandan, 2005; Wal e s, 1978). Many s udies we e conduc ed du ing he pandemic o unde s and he eal impac o he Co id-19 in he economy, labou and o he ma ke sec o s (e.g. He, Sun, Zhang, & Li, 2020; Wójcik & Ioannou, 2020; Shen, Fu, Pan, Yu, & Chen, 2020). Howe e , o he bes o ou knowledge, he e is a lack o speci ic s udies in es iga ing he heme o an engagemen on social ne wo ks (in pa icula on Twi e ) du ing he i s global c isis in a social media e a. The pandemic si ua ion has c ea ed a unique esea ch oppo uni y o analyse he clubs’ p ac ices o engaging hei ans using social media and unde s anding and measu ing oo ball ans’ engagemen esponses. The e o e, his disse a ion has wo main pu poses. Fi s , i in es iga es he ac i i ies de eloped by oo ball clubs on social media o engage hei ans. Second i in ends o unde s and and measu e ans engagemen in a con ex o physical and social dis ancing imposed by he Co id-19 pandemic. The e o e, we in end o unde s and bo h sides o engagemen : on he one hand, o iden i y he igge s o engagemen , ha is, he solu ions ound by clubs o en e ain ans, and on he o he hand, he ans’ esponses o i , obse ing he ype o con en ha had mo e popula i y among he audience. The esul is a egis e o he oo ball ma ke ing s a egies de eloped in a c isis pe iod and cap u e he ans’ in e es s in ha si ua ion, which is in luenced by he cu en eali y and can also indica e a possible legacy o spo s engagemen . In his esea ch, an engagemen is unde s ood as he cus ome ’s beha iou s owa ds he spo s o ganisa ion and/o o he cus ome s o accomplish indi idual o social pu poses (Yoshida, Go don, Nakazawa, & Biscaia, 2014). Fan engagemen is analysed h ough he spec um o he eam- o- an ela ionship using online pla o ms, based on he con ibu ions o he social media engagemen li e a u e (e.g. Mun inga, Moo man, & Smi , 2011) and spo s li e a u e (e.g. San os, Co eia, Biscaia, & Pego a o, 2019). We app oach he Co po a e Social Responsibili y (CSR) concep using Anagnos opoulos & Shilbu y (2013)’s de ini ion: “an o ganisa ion’s du y o maximise i s long- e m posi i e impac on socie y, while 5 simul aneously minimising i s nega i e e ec ” (p. 268), which co e s Ca oll’s (1991) ou componen s: economic (make p o i s and be iable), legal ( he du y o obey he law), e hical ( esponsibili y o ac acco ding o socie al expec a ions), and disc e iona y (ini ia i es ha go beyond socie al expec a ions). The impo ance o unde s anding he CSR ole in his esea ch conside s ha he pandemic, in a c isis con ex , o e ed unique oppo uni ies o companies o engage in CSR ini ia i es ac i ely, inso a as consume s became mo e sensi i e o e hical issues in hei decision p ocess. Fo his pu pose, we ocus on he con en published on Twi e o i s as po en ial o p omo e communi y building (Hull & Lewis, 2014) and o i s long adi ion and popula i y among spo s ans (Bu ns, 2014). Among ans, 67% a e mo e likely o use he mic o-blogging si e o enhance hei li e o ele ised iewing expe ience compa ed han non-spo ans, acco ding o Na iga e Resea ch (DiMo o, 2015). We analyse eigh clubs’ o icial Twi e accoun s: A.C. Milan and Ju en us F.C. (I alian Se ie A); F.C. Ba celona and Real Mad id F.C. (Spanish La Liga); Li e pool F.C. and Manches e Uni ed F.C. (English P emie League); Baye n München (Ge man Bundesliga); and Pa is Sain -Ge main F.C (F ench Ligue 1). The chosen clubs a e pa o he op- ie Eu opean leagues, called Big Fi e, men ioned abo e in pa en heses. Beyond he clubs ha a e pa o hose leagues, he men ioned ones we e selec ed acco ding o hei popula i y on he social media pla o ms. The disse a ion is o ganised in o eigh chap e s. In Chap e 1, we in oduce he heme, he esea ch pu poses and he app oach. In Chap e 2, we con ex ualise he Co id-19 pandemic and i s impac on he changing beha iou on social media. Then, we p esen he “Li e a u e Re iew” (Chap e 3), app oaching he cons uc s o engagemen , social media, an engagemen and co po a e social esponsibili y. “Me hodology”, in Chap e 4, desc ibes he esea ch p oblem, he esea ch pa adigm and esea ch design and he objec i es, ollowed by Chap e 5, o desc ibe he de ails o “Da a Collec ion and Da a analysis”. Chap e 6 p esen s he “Findings”, e ealing he esul s and examples om he p e ious s ep, he da a collec ion and analysis, illus a ed by wee examples and g aphics wi h he da a esul s. A he end o his esea ch, we discuss he “Resul s” in Chap e 7 and p esen he “Conclusion” in Chap e 8. 12 iden i y, b and pe sonali y, and b and expe ience, o ad ance “insigh s in his eme ging a ea” (Hollebeek, 2011, p. 562). 3.1.1 Cus ome engagemen and loyal y Wi h engagemen , he no ion o cus ome sa is ac ion is ans o med in o an elabo a e p ocess model o loyal y. The pa h passes h ough sa is ac ion, deligh , us , in ol emen , and commi men om a cus ome o a speci ic b and. Acco ding o Bowden (2009), he “pa hways and p ocesses ha di e en expe ience-based segmen s ollow on hei jou ney owa d loyal y” (p. 64). Since he 1980s, he companies ealise ha i was mo e p o i able o epea he pu chase, so loyal y was in oduced in he li e a u e. I was e iden hen ha he long- e m and sus ainable compe i i e ad an age is linked o i s abili y o e ain, sus ain and nu u e he cus ome base (Ande son, Fo nell, & Maz anche yl, 2004; G uca & Rego, 2005). The li e a u e ha i s indica es cus ome sa is ac ion as he pa h ha leads o loyal y la e iden i ies cus ome engagemen (CE) as esponsible o inc easing loyal y, in e p e ing he cus ome s’ sys ema ic posi i e beha iou owa ds he o ganisa ion as ano he ela ional consequence o CE (Dwye , 2011). I became necessa y o analyse beyond epu chase beha iou i sel and c ea e cus ome -based me ics o measu ing o ganisa ional pe o mance, aking in o accoun , o example, us and commi men , se ice quali y pe cep ions, b and expe ience, b and-consume connec ions, consume iden i ica ion, cus ome equi y ( an Doo n e al., 2010). Bowden (2009) used some o hose app oaches o c ea e a amewo k o he p ocess o engagemen ha leads o loyal y (Figu e 2). The au ho plo ed he empo al de elopmen o loyal y by mapping he ela ionships be ween he cons uc s o calcula i e commi men , a ec i e commi men , in ol emen , and us , o unde s and he p og ess ha ans o ms he single pu chase as cus ome s om being ew o a se ice b and epe i i e pu chase. This p ocess is de ailed in Figu e 2 in a model ha un a el he mechanisms among new e sus epea pu chase cus ome s o a se ice b and ha d i es an endu ing s a e o loyal y. 13 Figu e 1 A Concep ual F amewo k o he P ocess o Engagemen (Bowden, 2009, p. 66) The amewo k o cus ome engagemen allows us o unde s and he impo ance o engagemen s udies o imp o e he loyal y ela ions be ween b ands and clien s, which is e en mo e e iden when hey a e ans. Addi ionally, he con ex o he c isis du ing he pandemic highligh s he ele ance o hese s udies now. Acco ding o esea ch de eloped in 2020 by he “Osse a o io Fedel a” om he Uni e si y o Pa ma, I aly, communica ion and/o engagemen ools a e he loyal y s a egy and cus ome expe ience aspec s o he mos signi ican change p edic ed by he companies in he ongoing-pandemic and pos - pandemic eali y (Le a & Ziliani, 2020). 3.1.2 Cus ome engagemen beha iou To Van Doo n e al. (2010), cus ome engagemen beha iou (CEB) is de ined as cus ome s’ beha iou al mani es a ions, bo h posi i e o nega i e (e.g., pos ing a posi i e b and message on a blog s o ganizing public ac ions agains a i m) owa d a b and o a i m - beyond he pu chase ansac ion, esul ed om mo i a ional d i e s. Fu he mo e, he au ho s c ea ed a concep ual model o s uc u e he heo e ical ounda ions o he CEB wi h a b and/ i m ocus, aking he beha iou al s ance o de ine CEB (Figu e 3) h ough alence, o m o modali y, scope, na u e o i s impac , and cus ome goals as i s i e dimensions. In his model, he CEB an eceden s and consequences a e also es ablished based on cus ome , i m, con ex , and o he s. 14 Figu e 2 an Doo n e al. (2010)’s concep ual model o cus ome engagemen beha iou (p. 256) The CEB’s dimension, acco ding o an Doo n e al. (2010), includes i e elemen s: (1) he alence comp ise consume ac ions such as WOM ac i i y, blogging, and online e iews, ha could be posi i e o nega i e; (2) he o m and modali y e e o he ype o esou ces ( ime s money), ha include complain beha iou and disc e iona y ac i i ies as olun a ily, o e ing use ul sugges ions o o he cus ome s; (3) he scope, which is he empo al and geog aphic dimension (e.g., i ms mus de ine i he cus ome s a e local o global cus ome s and i hey engage empo ally momen a y o ongoing); (4) he na u e o impac , concep ualized in immediacy, in ensi y, b ead h and longe i y; (5) inaly, cus ome s’ goals, ela ed o engaging ( o whom i is di ec ed; he plan ex ension o i ; and how much is he cus ome s’ aspi a ions aligned wi h he i ms’ objec i es). Rega ding he i e elemen s, his an engagemen analysis achie es he alence (1) h ough he e-WOM and sha ing ac i i y (mainly he quo e wee , whe e he pos is sha ed wi h a commen ); he modali y (2), ela ed o he ac ha ollowe s on Twi e beha e as a communi y, whe e a an in e ac s wi h o he s helping each o he ; he scope (3) as an in e na ional con ex , whe e b ands know hey a e alking wi h people om e e y pa o he globe, and because o ha , eams c ea e mul iple p o iles o in e ac in 15 o he languages; he na u e o he impac (4), which can be ela i e and a y acco dingly wi h he con ex ; and he (5) inally, cus ome s' goals, closely aligned wi h he b ands since hey a e de o ed ans. The e a e h ee main a eas in ma ke ing whe e engagemen ha e been scien i ically explo ing: social media (Hollebeek, Glynn, & B odie, 2014), e ailing (S. D. Vi ek, Bea y, Dalela, & Mo gan, 2014) and se ices (Jaakkola & Alexande , 2014). This disse a ion will ocus on he social media aspec eme ging om online an engagemen . 3.2 Social media The co e o he social media’s de ini ion can be sum up as he ollowing quo e: “ he ools, pla o ms, and applica ions ha enable consume s o connec , communica e, and collabo a e wi h o he s” (Williams & Chinn, 2010, p. 422). Those online pla o ms allow a wide ange o wo d-o -mou h o ums, including blogs and mic oblogs, company-sponso ed discussion boa ds, and social ne wo king websi es (Kaplan & Haenlein, 2010). They ha e been cons an ly enhanced, launching new ools and o ms o imp o ing use - gene a ed con en . Spo s b ands equen ly use he bene i s o use -gene a ed con en on social media o elici highe engagemen om ollowe s since his a i ice is mo e e ec i e han p oduc s- ocused pos s (Geu in-Eagleman & Bu ch, 2016). In he academic esea ch, social media has been s udied om many pe spec i es, as social in e ac ions, usage pa e ns (Golde , Wilkinson, & Hube man, 2007; Hsu & Lin, 2008; Lampe, Ellison, & S ein ield, 2006); usage mo i a ions o pa icipan s (Joinson, 2008; Raacke & Bonds-Raacke, 2008), and cha ac e is ics o use s (Gjoka, Si i ianos, Ma kopoulou, & Yang, 2008; Ha gi ai, 2007). I can encompass wo d-o -mou h o ums like blogs and mic oblogs, company-sponso ed discussion boa ds, and social ne wo king websi es (Kaplan & Haenlein, 2010). Spo s eams ha e pionee ed hese pla o ms’ widesp ead adop ion (Filo e al., 2015; Pego a o & Jinnah, 2012). I explains why hey main ain and in oduce e en mo e hei online p esence in social media, ha ing a b oad numbe o channels ha aim o nu u e he wo-way in e ac i e communica ion wi h hei ans (Cla io, G., & Walsh, 2014; Hamb ick, Simmons, G eenhalgh, & G eenwell, 2010; Kassing & Sande son, 2010; Pa ganas & Anagnos opoulos, 2015; Pego a o, 2010; P onschinske, G oza, & Walke , 2012; S a os, Meng, Wes be g, & Fa elly, 2014; Williams & Chinn, 2010). Beyond he communica ion, 16 hese pla o ms’ usage also ep esen s an oppo uni y o expand he clubs’ an base (Cla io, G., & Walsh, 2014). The In e na ional Olympic Commi ee led he social media bene i s mo emen o sa is y an and sponso engagemen pu poses. The s a egy was hen ollowed by enowned clubs and in e na ional ede a ions wo ldwide, as we see nowadays. Ex ensi e esea ch has demons a ed he impo ance o social media in he spo s ield in nu u ing and main aining wo-way in e ac i e communica ion wi h he an bases (Cla io, G., & Walsh, 2014; Hamb ick & Kang, 2014; Hamb ick e al., 2010; Kassing & Sande son, 2010; Pa ganas & Anagnos opoulos, 2015; Pego a o, 2010; P onschinske e al., 2012; S a os, Meng, Wes be g, & Fa elly, 2014; Williams & Chinn, 2010), in collec ing in o ma ion ela ed o cus ome s p e e ences and habi s (B owning & Sande son, 2012); in inc easing b and awa eness (Eagleman, 2013); and in a ac ing and p omo e sponso s (Eagleman & D. K ohn, 2012; Pa ganas & Anagnos opoulos, 2015). The apid e olu ion o digi al media channels e idenced he ex eme impo ance o spo s o ganisa ions o measu e hei consume / an engagemen (Loakimidis, 2010). The de elopmen o Social Ne wo king Si es (SNS) demands a be e unde s anding o he concep o an engagemen and mo e empi ical esea ch on how o measu e an engagemen in hose pla o ms (Filo e al., 2015). I is essen ial o highligh ha ou esea ch conside s an engagemen as posi i ely impac ing he eam’s beha iou al in en ions (Yoshida e al., 2014) ia online pla o ms (Ca lson & O’Cass, 2012). We conside ha consume engagemen measu emen h ough SNS is i al o spo s o p o ide a be e expe ience and inc ease ans’ posi i e beha iou owa ds he o ganisa ion (Yoshida e al., 2014). Fo hese easons, we aim o measu e social media engagemen h ough ans beha iou al esponses on Twi e . 3.2.1 Social media engagemen Online engagemen can be cha ac e ised as a dynamic ela ionship wi h he b and (Mollen & Wilson, 2010), allowing consume s o ha e an ac i e ole h oughou he in e ac ion be ween consume s and he o ganisa ion’s SNS (T aino , Andzulis, Rapp, & Agniho i, 2014). The con inuous g ow h on hese pla o ms c ea es a a ou able en i onmen o he o ganisa ions o imp o e hei engagemen ools wi h hei audience (Mal house, Haenlein, Skie a, Wege, & Zhang, 2013; Vale & Fe nandes, 2018). I esul s 17 in online expe iences ha ein o ce communi y belonging h ough he in e ac i i y c ea ed be ween ans and clubs (Habibi, La oche, & Richa d, 2014). In he SNS en i onmen , social media pla o ms ans o m consume s in o ac i e pa icipan s using his ool as a o um o p oduc and b and- ela ed ad ocacy (Chu & Kim, 2011), he c ea ion o p oduc inno a ions (Hoye , Chandy, Do o ic, K a , & Singh, 2010), and he c ea ion o use -gene a ed con en (Vi ek, Bea y, & Mo gan, 2012). F om he an eceden s and consequences o he cus ome pe spec i e (Gambe i, G a igna, & Bi aghi, 2012; an Doo n e al., 2010), su eys conside ed social media engagemen s udies in he ini ial phase. Some esea che s iden i ied indi idual- ela ed ac o s while o he s examined he in luence o ma ke ing s a egy o in es iga e cus ome engagemen an eceden s (Dolan, Condui , Fahy, & Goodman, 2016). The social media engagemen (SME) concep ualisa ion is ecen (B odie, Ilic, Ju ic, & Hollebeek, 2013). Di Gangi and Wasko (2016) explained i using P ahalad and Ramaswamy’s (2004) model o co-c ea ion in he se ice sec o as a base o c ea e an SME heo e ical amewo k. The au ho s ex ended he model, o iginally buil o e eal he pa e n in e ac ion be ween a use and o ganisa ion, o ocus on he social in e ac ions among use s in a social media pla o m p o ided by an o ganisa ion. This model’s co e concep was use engagemen , which “leads o g ea e usage o he social media pla o m” (Di Gangi & Wasko, 2016). The model c ea ed by Di Gangi & Wasko (2016) (Figu e 4) conside s usage as he equency o he use s’ con ibu ion ( e ie al o explo a ion) o con en wi hin a social media si e e oking Kankanhalli, Tan, & Wei (2005) and Li & Be no (2008) heo ies. The alue o he social media pla o m is de ined by he equency wi h which use s pa icipa e in mul iple ac i i ies: he mo e equen is he use s’ pa icipa ion, he mo e aluable is he pla o m o he o ganisa ion and i s audience, esul ing in he co-c ea ion o alue (Kankanhalli e al., 2005; Li & Be no , 2008). Acco ding o he model, social in e ac ions a e de ined by i e dimensions: pe sonalisa ion, access o social esou ces, c i ical mass, isk and anspa ency (Di Gangi & Wasko, 2016, p. 56). I he social in e ac ions ack how use s in e ac among hem, he echnical ea u es, on he o he hand, shape how use s in e ac , con ibu ing o he use expe ience h ough comple eness, lexibili y, e ol abili y, and in eg a ion. 18 I s p e alence caused he necessi y o de ining SME in c ea ing a a ou able en i onmen o cus ome s' engagemen wi h companies o b ands. I also mo i a es businesses o ecognise he need o engage wi h cu en and po en ial cus ome s (Bai d & Pa asnis, 2011). Howe e , he e is s ill no consensus ega ding he concep o engagemen in social media o how o measu e i . Thus, simila o he model c ea ed by Di Gangi & Wasko (2016), heo is s compa e he SME wi h o he de ini ions abou engagemen , such as b and engagemen , cus ome engagemen , consume b and engagemen and communi y engagemen . Figu e 3 SME model by Di Gangi & Wasko (2016) In he o line con ex , someone is de ined as a consume a e making he i s pu chase o a b and’s p oduc o se ice. In a new online con ex , he consume has no de ined his way jus by he pu chase ac : hey can ecei e his de ini ion “consuming” in a ious o ms. I hen eme ges a new cha ac e : he 19 ollowe , ha does no need o buy o app ecia e he b and (Pe eaul & Mosconi, 2018). Pe eaul & Mosconi (2018) c ea ed Table 1 o exempli ies he engagemen concep s (including b and and cus ome s) and he dimensions a ound engagemen used as a base o he SME cons uc . Table 1 Cus ome and b and engagemen concep s used o base he de ini ion o SME by Pe eaul & Mosconi (2018) Au ho Concep De ini ion Dimensions Ho man & Fodo (2010) CBE: Consume B and Engagemen The CBE is: "The le el o cus ome 's cogni i e, emo ional and beha iou al in es men in speci ic b and in e ac ions" Imme sion Passion Ac i a ion Leckie, Nyadzayo, & Johnson (2016) CBE: Consume B and Engagemen Consume B and Engagemen is de ined as: "in ol emen , pa icipa ion and sel -exp ession" In ol emen Pa icipa ion Sel -exp essi e b and Agos ino & A naboldi (2016) Cus ome Engagemen Cus ome Engagemen is de ined as a: "psychological s a e ha occu s by i ue o in e ac i e, co-c ea i e cus ome expe iences wi h a ocal agen /objec (e.g., a b and) in ocal se ice ela ionships" NA (Kuma e al., 2010) CEV: Cos ume Engagemen Value Engagemen is de ined as: "Ac i e in e -ac ions o a cus ome wi h a i m, wi h p ospec s and wi h o he cus ome s, whe he hey a e ansac ional o non ansac ional." In addi ion, hey said: "Engagemen is also seen as a way o c ea e cus ome in e ac ion and pa icipa ion" Cus ome : - pu chasing beha iou - e e al beha iou - in luence beha iou - knowledge beha iou an Doo n e al. (2010) CEB: Cos ume Engagemen Beha iou Engagemen b and beha iou s a e de ined as hose which: "go beyond ansac ions, and may be speci ically de ined as a cus ome 's beha iou al mani es a ions ha ha e a b and o i m ocus, beyond pu chase, esul ing om mo i a ional d i e s" Valence Fo m/Modali y Scope Na u e o impac Cos ume goals S udies conside ed engagemen in social media eme ged in he pas decade (Mal house e al., 2013). To Dolan e al. (2016), social media engagemen is he cus ome s’ beha iou al mani es a ions wi h a social 20 media ocus ha esul s in mo i a ional d i e s (p. 265), an adap a ion o an Doo n e al. (2010) cus ome engagemen concep . Fu he mo e, he e a e many deg ees o engagemen , such as he o ms like “liking” a page, and he highe o ms like w i ing e iews, ha in ol es cus ome pa icipa ion in co- c ea ion ac i i ies (Mal house e al., 2013; Mun inga e al., 2011). Thus, conside ing social media as a pla o m whe e people sha e ideos, images and cha online, esea che s use he ac ions ha in ol e hose in e ac ions as ways o measu e engagemen in social media, such as liking, commen ing and sha ing (Pe eaul & Mosconi, 2018). The SME in oduce he new concep o measu e engagemen in social media pla o ms beyond he pu chase. To ca alogue he ac ions used on social media as me ics, Pe eaul & Mosconi (2018) based on Khan (2015) ca ego ies, c ea ed a lis ha includes me ics, on Table 2: like, dislike, sha e, isi s, iew, clicks, agging, men ions, ho e ing, check-in, pinning, embedding, endo semen , uploading, and downloading. Table 2 Me ics Used on Social Media Pla o ms acco ding o Pe eaul & Mosconi (2018) Me ic Fea u es ha allow use s o Like Exp ess hei posi i e eelings o liking con en . Dislike Exp ess hei nega i e eelings abou con en . Sha e Dis ibu e con en o sha e on social media. Visi Coun he numbe o websi e isi o s. View The numbe o imes con en has been seen. Click Coun he numbe o clicks on a hype link con en . Tag Assign con en o a pe son. Ho e Mo e he cu so o e social media con en . Check-in Announce and sha e hei a i al a a loca ion. Pin Show in e es ing con en a he op o he page Embed Inco po a e social media con en in o a blog o websi e. Endo semen App o e o he people, p oduc s o con en . Upload Download Add con en o a social media pla o m. In he pe spec i e o social media engagemen beha iou (SMEB) we conside he Consume s’ Online B and-Rela ed Ac i i ies (COBRA) amewo k ha classi ies social media beha iou s in o usage ypes, a de ini ion c ea ed by Mun inga e al. (2011). In he ace o he new o ms o cus ome empowe men (Co a & Pace, 2006) wi h he eme gence o social media websi es, he COBRA amewo k allows us o hink abou consume ac i i y ela ed o b and- ela ed con en , co e ing a wide ange o consume - o- consume and consume - o-b and beha iou s. 21 Examples o COBRAs includes any ype o ac ion ega ding he p omo ion o audience consump ion on social media. Some examples a e wa ch ideos o a b and on You ube o alk abou hem on Twi e o upload pic u es o hei p oduc s on Facebook o Ins ag am (Mun inga e al., 2011). This s udy became c ucial in he cu en eali y whe e consume s depend mo e on each o he o in o ma ion han on companies, becoming inc easingly in luen ial ega ding he b ands hey a e men ioning o alking abou (Muñiz & Schau, 2007; Co a & Dalli, 2009). The COBRAs’ cons uc uses social media’s ac i eness o de elop a con inuum om high o low b and- ela ed ac i i y. The o med pa h o g adual in ol emen wi h b and- ela ed con en on social media is ca ego ised in o h ee dimensions: consuming, con ibu ing and c ea ing. This COBRA ypology is de ailed in Figu e 7 and conside s h ee main usage ca ego ies. Consuming b and- ela ed con en is he minimum le el o online b and- ela ed ac i eness, equi ing pa icipa ion wi hou con ibu ing o c ea ing con en , such as consume and wa ch b and- ela ed ideos, iew con e sa ion in b and o ums and o he s’ pos e iews. Con ibu ing o b and- ela ed con en is he middle le el and includes use - o-con en and use - o-use in e ac ions abou b ands, as pa icipa e in he con e sa ion on a b and’s an page on SNS pla o ms, con ibu e o b and o ums o commen on b and- ela ed con en opics ha o he s ha e c ea ed. C ea ing b and- ela ed con en is he highes le el o online b and- ela ed ac i eness and can be illus a ed by c ea ing con en , w i ing pos p oduc e iews, p oducing and uploading pic u es, music and ideos, w i ing a icles on b ands and/o b and- ela ed weblogs (Mun inga e al., 2011). 28 h ough a ious online channels, among he a e age amoun o 500 million ans wo ldwide (ac i e and passi e) hese ie -one oo ball clubs ha e in gene al. Fu he mo e, o engage his numbe o ans, mo e han oo ball con en , hey seek pa ne ships wi h a is s and b ands in o he sec o s like game, music, a el and heal h (WARC, 2020). Tha is he eason we included he “c oss-sec o ” analysis in he esea ch. Among he mul i-dimensional app oaches o suppo an engagemen and g ow an bases, he e is ele ance connec ed wi h communi ies o gi e examples o consciousness and social good ini ia i es. On 1s July 2020, FIFA launched he Ma ke ing, Fan Engagemen & CSR Jou nal o sha e o iginal and inno a i e ini ia i es ega ding an engagemen , ma ke ing and co po a e social esponsibili y ini ia i es (FIFA, 2020a). Un il Decembe 2020, hey sha ed jus one example: Chile’s Colo-Colo (FIFA, 2020b), whe e hey mo i a e an inc ease o dogs’ adop ion hanks o Unión de Amigos de los Animales shel e . CSR has become inc easingly p e alen o he spo s indus y; he heal h c isis es ablished by he Co id- 19 pandemic in ensi ies he necessi y o doing good and gi ing back o socie y. Fi s ly, in he ace o helping ins i u ions igh agains he i us and, secondly, o demons a e a connec ion wi h hei communi ies, de ending causes linked o human igh s, he en i onmen , and o he s. Since dona ions, und aising campaigns, philan h opy, and social ma ke ing examples we e widesp ead du ing he pandemic, we decided o include his app oach in he s udy o unde s and om he oo ball poin o iew wha hey we e doing and how ans eac o i . 3.4 Co po a e Social Responsibili y (CSR) 3.4.1 The concep o CSR The meaning o Co po a e Social Responsibili y (CSR) goes back o he 1930s when he Ame ican lawye and businessman Wendell Lewis Willkie in oduced he concep o he co po a e communi y (Ca oll, 1979; P a ico, 2001). Willkie was con inced ha he economic collapse was d i en pa ially by i esponsible and audulen business (Willkie, 2018). Tha con ex was he i s s ep o eme ge, as Ca oll (1979) de ined, he mode n e a o social esponsibili y inaugu a ed a e he Social Responsibili ies o he Businessman launch in 1953, a book w i en by Howa d R. Bowen's (Bowen, 2020). 29 Co po a e social esponsibili y li e a u e sugges s ha social esponsibili y ini ia i es a e posi i ely linked wi h he inc easing inancial pe o mance (Mcgui e, Sundg en, & Schneeweis, 1988; Pa a & K ausz, 1996; S anwick & S anwick, 1998; Ma golis & Walsh, 2001). Because o ha , go e nmen s and s akeholde s ha e also shown g ea e in e es in suppo ing and in es ing mo e in CSR p og ams ha deli e social o communi y ou comes (Schulenko , She y, & Rowe, 2016). The objec i e is o maximise a i m’s p o i and alue, mee social expec a ions, main ain he in e es o s akeholde s (s ockholde s, employees, consume s, supplie s, and communi ies), unde ake social esponsibili y and conduc business in compliance wi h he law (Ca oll, 1979; Smi h, 2003; S ubbs & Cocklin, 2007). To achie e his, companies make philan h opic dona ions, c ea e ounda ions and o he ini ia i es espec ing hei objec i es, ocus, unding, and pa ne ship a angemen s (Babiak & Wol e, 2009; Gill, 2017 I win, Lachowe z, Co nwell, & Cla k, 2003; Kolype as, Anagnos opoulos, Chadwick, & Spa ks, 2016; Walke e al., 2010). In spo s, CSR is he encoun e o oday spo s communi y needs wi h he imp o ed con ibu ion o u u e oppo uni ies, conside ing he na u al and social en i onmen in eg i y on which i depends (Vale i, 2018). I p o ides alue o spo s o ganisa ions, imp o es epu a ion (Walke & Ken , 2009), and signi ican ly impac s s akeholde s, in luencing socie y in gene al and communi ies in speci ic (Smi h & Wes e beek, 2007). Addi ionally, CSR ac i i ies in luence consume s’ pe cep ions o spo s o ganisa ions’ pe o mance (Che ne & Blai , 2015). The CSR hen can be conside ed a de e minan o a co po a e b and o image (Öbe sede , Schlegelmilch, & G ube , 2011; Öbe sede , Schlegelmilch, Mu phy, & G ube , 2014; Wu e al., 2016). Following he i s imp ession o he p oduc s’ o se ices’ quali y o e ed, plus he ex e nal company ac i i ies (Dich e , 1985), CSR appea s as ex a in o ma ion abou companies. I inc eases he company's isibili y, imp o es consume a i udes, and helps shape he co po a e image (C. C. Wang, 2020). A long- e m main enance is equi ed o each a solid co po a e image (Aake , 1995; Ko le , 2017). As a esul , i inc eases cus ome s' sa is ac ion, loyal y, pu chase in en ions, build consume us and educe he isk o unce ain y (Ba aineh, 2015; C e u & B odie, 2007; Uh ich, 2014; Ma ínez & Pina, 2005; Ryu, Lee, & Kim, 2012). Se e al s udies e eal ha CSR o ien a ion a ec s cus ome s’ pu chase and beha iou al in en ions and hei pe cei ed alue (Luo & Bha acha ya, 2006; Wu, Tsai, & Tai, 2016). CSR is a ele an ac o in 30 decision-making, as consume s a e mo e likely o pu chase p oduc s o se ices o e ed by a company wi h a posi i e image han by one wi h an unknown o nega i e co po a e image (Nguyen & Leblanc, 2001), and less sensi i e o highe p ices o CSR o ien a ed b ands (C eye & Ross (1997). The CSR concep can be de ail in ou opics, acco ding o Ca oll (1991) CSR Py amid. I desc ibes CSR in e ms o economic esponsibili y, legal esponsibili y, e hical esponsibili y, and philan h opic esponsibili y. The (1) economic esponsibili y is ela ed o he p oduc ion o goods and se ice equi ed by he socie y, accep able p ices, p o iding jobs, and ea n p o i s h ough app op ia e means, main ain he in e es s o he s akeholde s. The (2) legal esponsibili y equi es he business conduc ion in compliance wi h all applicable laws and egula ions conce ning labou s anda ds, en i onmen al and consume p o ec ion, and axa ion. The (3) e hical esponsibili y in ol es doing wha is jus , ai , and igh and p e en ing ha m o s akeholde s, adhe ing o socially accep able s anda ds o conduc and e hical ules. The (4) philan h opy esponsibili y is equi alen o he “ olun a y” esponsibili y ha implies he will and uncondi ional imp o emen o he public wel a e, cha i y, dona ions and ul ilmen o ci ic esponsibili ies. ( Wang, 2020) In gene al, his esea ch uses Ca oll's (1979, 1999) concep ualiza ion, conside ing CSR as a combina ion o ou componen s: economic (make p o i s and be iable), legal ( he du y o obey he law), e hical ( esponsibili y o ac acco ding o socie al expec a ions), and disc e iona y (ini ia i es ha go beyond socie al expec a ions). Fu he mo e, we conside CSR as p ac ices ha imp o e he wo kplace and bene i socie ies, going beyond wha companies a e legally equi ed o do (Vogel, 2006). 3.4.2 CSR in imes o c isis Many esea ch pieces show how much co po a ions a e sensi i e o dona e mo e and espond cha i ably o humani a ian needs c isis imes. Pa en (2008) s udy o he ma ke eac ion o Uni ed S a es’ co po a e p ess eleases ha disclosed hei con ibu ions o he elie e o o he 2004 sunami in Sou heas Asia e eals a posi i e eac ion owa ds making public he philan h opy ac ions. Acco ding o his esea ch, he mo e gene ous he company’s dona ion, he mo e posi i e he ma ke eac ion was, which implies ha manage s who wan o use philan h opy as a ool mus ca e ully conside he dona ed amoun o build hei epu a ional capi al. Repu a ion is a popula wo d in Co po a e Social Responsibili y (CSR) scien i ic p oduc ion. In his con ex , epu a ional capi al means hidden asse s, acco ding o Fomb un (1996) 31 de ini ion, ha c ea e ad an ages and a good epu a ion in gene a ing weal h h ough he de elopmen o s ong and consis en images. Some e iden ac o s in luence how he company do philan h opy in a ca as ophic e en , such as i m size, p o i abili y, cash esou ce a ailable o cons ain , geog aphy, indus y and le e age (B amme & Milling on, 2005; Campbell & Slack, 2007; Wang & Co ey, 1992, 1998; Mulle & Whi eman, 2009; Zhang, Rezaee, & Zhu, 2010). Zhang e al. (2010) esea ch add ess one mo e elemen as a co po a e philan h opic disas e esponse (CPDR) me e : owne ship002E Acco ding o hei s udy, based on he da a analysis o a Chinese i m’s esponse o he Sichuan ea hquake in 2008, s a e-owned companies a e less likely o espond o a disas e han p i a e ones. The CPDR has been conside ed pa o business li e since 2005, in he ligh o he F i z Ins i u e epo (F i z Ins i u e, 2005). Al hough ou esea ch in es iga es CSR ac ions in he con ex o a pandemic and no a disas e , we can compa e he ci cums ances since bo h can cause damage in he heal h, social, and economic sphe es and demand ac ions o cha i y, dona ions, and social goods. The Wo ld Heal h O ganiza ion named on Janua y 30 h 2020, he new co ona i us as Co id-19 and conside ed he si ua ion as Public Heal h Eme gency o In e na ional (Wo ld Heal h O ganiza ion: WHO, 2020), which hen e ol es in o a wo ld heal h c isis- in o he wo ds, a pandemic - on Ma ch 11 h (WHO, 2020). Acco ding o a s udy ega ding he impac o Co id-19 in CSR and ma ke ing philosophy conduc ed by Hongwei & Lloyd (2020), he pandemic c isis o e ed unique oppo uni ies o companies o ac i ely engage in CSR ini ia i es, as consume s became mo e sensi i e o e hical issues in hei decision p ocess. A shi o a mo e esponsible and p osocial consump ion will “po en ially ca alyse a new e a o CSR de elopmen in he long un” (Hongwei and Lloyd 2020, p. 181). In a p e-pandemic con ex , Millennials ( he gene a ion bo n in he 1980s) showed ha 74% o hem we e mo e likely o buy b ands ha suppo ed social issues hey ca e abou (Wilson, 2020). The pe cen age ise in he ongoing pandemic. F om he spo s pe spec i e, acco ding o a Nissan in he Co id-19 Fan Su ey, 75% o spo s ans ha e an inc eased in e es in b ands ha ha e shown o be socially esponsible compa ed wi h wha hey did be o e he co ona i us Co id-19 pandemic (Campelli, 2020). In o he wo ds, he commi men he oo ball clubs had du ing he Co id-19 ou b eak can ell a lo abou hei u u e success. 32 Hence, he ac ions wi h social impac will ecei e special a en ion h oughou he cons uc ion o his p ojec . The goal o connec ing an engagemen , social media in e ac ion wi h ini ia i es o suppo social and en i onmen al causes will show how in ense (o no ) he clubs a e p epa ing hemsel es o a u u e whe e he ans will p obably demand mo e ini ia i es ela ed o social esponsibili y. Agencies specialised in sus ainabili y and social media analy ics, such as Recip ic and Zoomph, ha e s udied an beha iou s ega ding hei clubs’ p e e ences on social ne wo ks (Campelli, 2020). They a i m ha he e is a g owing end in spo s an beha iou : people ha e been ollowing mo e eams’ and leagues p o iles acco ding o hei sha ed alues and ac ions, including clubs away om he ield o play (Fulme , 2020). Based on he obse a ion ha his ime o c isis and di icul ies is ans o ming he wo ld dynamics, accele a ing changes ela ed o en i onmen al, sus ainabili y, and human igh s, we aimed o in es iga e his p ocess in spo s, ocusing on oo ball - he mos popula spo in he wo ld (Top 10 Mos Popula Spo s in The Wo ld, 2020; Sh ili, 2020). Mo e han esea ching he con en and ac ions he eams we e sha ing, we sough numbe s ha could demons a e he dimension o hese ini ia i es impac on he public, he ollowe s, and he ans. To achie e ou esea ch pu pose, we de elop a social media con en and engagemen analysis o unde s and how much he u u e o ecas s o a mo e conscious wo ld ha e been impac ing spo s. 3.4.3 Re aming oo ball: mo e han ma chdays Co id-19 has caused an impac ne e imagined in he indus ies e en s. Since spo s we e a ec ed in a signi ican dimension, he eali y changed o such an ex en ha hey ealised ex e nal p oblems could a ec hei business in an unp eceden ed way. In he a icle Spo , clima e change and acknowledging ulne abili y om The Sus ainabili y Repo websi e, published in May 2020, he au ho Ma hew Campelli makes a p o oca ion: “wha i Co id-19 is jus he ip o he icebe g?” (Campelli, 2020b). The au ho ale s ha i is impo an o emembe ha “many expe s emain s ead as in hei iew ha clima e change will cause a mo e dis up ion and claim many mo e li es han he i us”. The associa e p o esso o spo managemen a Texas A&M Uni e si y, B ian McCullough, highligh s he impo ance o spo s 33 o ganisa ions in being p oac i e in sus ainabili y ini ia i es, inc easing business pe o mances, deepening he connec ion wi h ans, and a ac ing new ones (McCullough, 2020). The discussion abou social esponsibili y impac in spo s, mainly ega ding sus ainabili y, is no new and did no eme ge wi h he Co id-19 - on he con a y, i only ge s mo e and mo e a en ion due o he hypos asis ha he numbe o con agious diseases can g ow wi h he clima e change. Win e spo s, su ing and some o he ou doo spo s a e ulne able o he e ec s o clima e change, also caused by ai and wa e pollu ion, ha e lec a na u al imbalance and en i onmen al disas e . 3 A ecen s udy ha examined alues and no ms ela ed o an engagemen sus ainabili y ini ia i es e ealed ha ans ca e abou wha spo s o ganisa ions a e doing o educe he e en s’ en i onmen al oo p in s and pa ake in hose e o s when a ending spo ing e en s. “As spo s o ganisa ions mo e o inc ease hei commi men s o en i onmen al sus ainabili y ini ia i es, i is impe a i e ha hey engage all spo spec a o s o ensu e hei awa eness and pa icipa ion in hese e o s” (Caspe , McCullough, & P ahl, 2020, p. 358). O he examples o be gi en ha ecei ed a en ion du ing he pandemic, we can men ion he o - oad acing se ies Ex eme E ini ia i e: hey c ea ed a scien i ic commi ee o help guide he en i onmen al "Legacy P og amme" by c ea ing a posi i e impac in he loca ions whe e hey compe e. The elec ic SUV o - oad acing aims o epai he damage caused in he ecosys ems by es o ing, o example, 100 hec a es o Amazonian while plan ing cacao ees o gi e he local a me s a sus ainable li ing. Abo e all, i allows ans o pa icipa e. In he con ex o a pandemic, whe e hey canno a end he aces li e, hey can s ill ha e he oppo uni y o con ibu e o he legacy p ojec s h ough philan h opic dona ions (Campelli, 2020a). Many o he ini ia i es mus be de eloped beyond hose c ea ed du ing he Co id-19 pandemic ega ding he conce n ha ans ha e o leading b ands o ake a s and in he social esponsibili y aspec . This esea ch will analyse he impo ance ha und aising campaign, cha i y and o he clubs’ ini ia i es had in e ms o an engagemen in social media and how much he idea o gi ing back became a ele an eason o suppo a b and (in a quan i a i e pe spec i e). 3 Fo example, he dec ease o win e mon hs will p ejudice he a ailable ci ies o hos he Win e Olympics, making i mo e challenging o happen (McCullough, 2020), and he 2016 Rio Olympics had issues o sol e caused by he pollu ion. 34 In conclusion, o p o e ha engagemen is how success is measu ed, many s udies we e de eloped, and we based ou esea ch in au ho s such as Bowden (2009), Doo e al. (2010), B odie e al. (2011), Hollebeek (2011) o discuss cus ome engagemen . Then, he Uses and G a i ica ions heo y (U&G) o unde s and how indi iduals use media o sa is y hei needs (Ka z & Foulkes, 1962) and how o apply i on social media, acco ding o Filo e al. (2015). On social media, we also men ioned he usage ypes classi ica ions o social media beha iou s om he Consume s’ Online B and-Rela ed Ac i i ies (COBRA) amewo k pe spec i e c ea ed by Mun inga e al. (2011). Beyond he li e a u e e e ences, social media has been a ele an ool o spo s ma ke ing o su passing geog aphical ba ie s, enhancing ela ionships be ween clubs and hei audience, and an e icien way o di ec in e ac ion wi h ans. Mo eo e , he co ona i us Co id-19 pandemic was a speci ic con ex o analyse he clubs’ p ac ices o engaging hei ans using social media and unde s anding and measu ing oo ball ans’ engagemen esponses. F om he no el y o his heme -- in es iga ing online an engagemen du ing he i s global c isis in a social media e a – he esea ch eme ges o explo e engagemen me ics in a speci ic con ex . Fo his pu pose, we we e guided by a mind map c ea ed om he social media con en analysis. Also, we de eloped g aphics o e eal he engagemen esul s ex ac ed om he me ics (likes and e wee s) used o in es iga e he oo ball clubs’ pe o mance on Twi e , opics we a e going o discuss in he nex chap e , he Me hodology. Chap e 4. Me hodology Du ing he Co id-19 pandemic, i was necessa y o adap he way o communica ing and in e ac ing wi h cus ome s and p ospec s. In he oo ball eali y, he ma chdays we e no occu ing anymo e and emained like his o mon hs. As a consequence o qua an ine and lockdown measu es, s o es we e closed, and he only possible means o con ac was online pla o ms. Gi ing his con ex and in he pe spec i e o eam b anding, i was necessa y o in ensi y he ela ionship wi h cus ome s (Wald on & We he be, 2020), and ans, in pa icula , o mi iga e he lack o pe son- o-pe son en e ainmen , as ma chdays ( he mos impo an one). Social media inc eased he numbe o use s who sea ched o in o ma ion and dis ac ion, so he clubs’ pages explo ed c ea i i y o c ea e new o ms o engagemen ia online pla o ms. The e o e, 35 his esea ch was de eloped om he need o unde s and and desc ibe how he oo ball clubs’ ma ke ing depa men s and hei ans deal wi h his new social dis ance si ua ion. We a e pa icula ly in e es ed in e alua ing he con en gene a ed on social ne wo ks by he clubs con ibu ing he mos o keeping ans engaged. We also aim o disco e i co po a e social esponsibili y ini ia i es we e pa o he ongoing pandemic engagemen s a egy. 4.1 Resea ch p oblem and esea ch ques ions The esea ch's p ima y pu pose is o analyse clubs’ engagemen ac i i ies and an eac ions du ing he pandemic c ises, based on he esea ch p oblem: Wha kind o con en kep ans engaged on social media in he ongoing pandemic c isis? In pa icula , ou esea ch seeks o ind answe s o he ollowing esea ch ques ions: Q.1: Wha social media con en s a egy ha e oo ball clubs de eloped o keep hei ans engaged? Th ough a Twi e analysis, he esea ch in ends o e eal he oo ball clubs' communica ion app oaches wi h hei audience h ough hei o icial channel. The ques ions o be answe ed include c ea ing new ways o en e ain ans (games, online p og ams, li es) and i new communica ion pla o ms eme ged as a solu ion o s eng hen he engagemen ( o enable he exchange o messages, c ea e g oups, o b oadcas li e con en ). Q.2: How did he clubs ac du ing he Co id-19 pandemic ega ding solida i y ini ia i es such as dona ions, und aising campaigns? Did hey ake a s and on issues o equali y, human igh s? The objec i e is o unde s and how deep he eams’ commi men was and how much e ol ed (using he numbe o likes and e wee s as a me ic) and suppo ing CSR’s ans. The main goal is o e eal he exis ence (o no ) o a ela ionship be ween social commi men and an engagemen . I is essen ial o highligh ha he ini ia i es analysed we e sha ed on social media (and consequen ly de ec ed on he social media analysis). Q.3: How ans eac ed o he social media con en sha ed du ing he pandemic? Which ype o con en had he mos signi ican impac on an engagemen ? 36 We in end o measu e he ollowe s’ esponse due o he con en sha ed and iden i y which s a egies de eloped by he clubs elici ed mo e signi ican eac ions o unde s and whe e ans' in e es goes in a pandemic con ex whe e ma ches we e no longe happening. This knowledge is ele an as he publics’ esponses o he sha ed con en , he ype o app oach used by he eams, and he subjec s men ioned will impac he u u e o communica ion be ween clubs and ans. Mo eo e , i is also i al o examine how much co po a e social esponsibili y gained space and alue in social media engagemen . The esul s aimed o unde s and his unce ain pe iod’s u u e legacy ega ding con en c ea ion and an engagemen in spo s ma ke ing. To ind answe s o hese ques ions, we selec ed eigh op- ie Eu opean clubs, based on he numbe o ollowe s co e ing i e coun ies, being pa o he Big Fi e Eu opean leagues. F om Ma ch o June, he pos s sha ed on Twi e by hese clubs had hei con en analysed and ca alogued and had he an engagemen measu ed by he numbe o likes and sha es ( e wee s). The esul s will gi e us insigh s in o he clubs’ s a egies ega ding social media con en and ans’ p e e ences o engage wi h he b ands. We belie e his esea ch esul s can disclose pa e ns o he cu en o ms o in e ac ion (con en ). Plus, i can e eal good an engagemen pe o mance ends, open new scopes on how o map ma ke ing s a egies in oo ball and spo s ields, and b ands in gene al. These indings also con ibu e o u u e cus ome engagemen beha iou s udies linked o online pla o ms o unde s and hei p e e ences be e , p edic endencies, and mee expec a ions. Because he esea ch was de eloped simul aneously as he c isis, we expec ha he esul s eme ge as no el ields in spo s ma ke ing li e a u e. 4.2 Resea ch pa adigm This s udy ollows a Pos posi i is esea ch pa adigm as i in ends o ind an exis en egula i y, con olling he subjec i i y as much as possible h ough he quan i a i e and quali a i e s uc u ed me hods. The Pos posi i is explo ed in his esea ch e lec s ou on ological, epis emological, me hodological belie s, which means he eali y o i s impe ec ions, de ined by he c i ical ealism in he on ology; p obably ac ual indings modi ied by dualis s objec i is and adi ional s communi a ian. Mo eo e , guided by a me hodology expe imen al e sus manipula i e and he duali y o “c i ical mul iplisms” (Lincoln & Guba, 2000). 37 4.3 Resea ch Design To pla o ms used o suppo he da a collec ion and analysis we e No ion (www.no ion.so) and Ai able (www.ai able.com). Bo h ools wo k as p ojec managemen , collabo a i e so wa e wi h a mode n design and p esen a ion. We chose o do he i s pa o he analysis using No ion o i s p ac icali y o o ganise in o ma ion, and s o e da a, and allowance o c ea e documen s, sha e asks, ack miles ones collabo a ing i was necessa y. The Ai able was used in he second pa o he same easons, wi h a plus o ha e mul iple shee s open in di e en abs, and ha s ep demanded his a i ice. This esea ch aims o analyse he social media clubs’ ac i i ies since i is a powe ul ool o highligh changes and pu spo s ans in he cen e, as con en c ea o s (Pego a o, 2013, p. 248). Mo eo e , i has bo h quali a i e (Phase 1) and quan i a i e (Phase 2) aspec s included, he i s one ep esen ing a sys ema ic and eplicable me hod o analysing w i en (Ri e, Lacy, & Fico, 2005), a known app op ia e me hod o examine social media in spo se ings (Gibbs, O’Reilly, & B une e, 2014; Hamb ick & Kang, 2014; Kassing & Sande son, 2010; Özsoy, 2011; Pa ganas & Anagnos opoulos, 2015; Pa ganas e al., 2015; Pego a o, 2010). Mo eo e , engagemen in he social media space is in e p e ed as consume “ aking some ac ion beyond iewing o eading” (Paine, 2011, p. 60), which can mean “liking”, sha ing, adding a commen o iewing a b and’s pos . The e o e, he assessmen o engagemen in his s udy in he quan i a i e (Phase 2) app oach was measu ed due o he wo undamen al ypes o Twi e ac i i ies, namely, Like and Re wee (RT). Thus, RT is seen as a highe le el o engagemen o equi e mo e e o by he use s and o enable he addi ion o opinions (quo e RT), o e ing ans he oppo uni y o pa icipa e mo e ac i ely in ongoing opics. We also did an Ins ag am analysis o he Ju en us F.C.. Howe e , i does no use in hesis esul s; i had an expe imen al cha ac e in his esea ch's ini ial phase. The esea ch conside ed analysing Twi e and Ins ag am ini ially, so he clubs we e selec ed acco ding o social media ollowe s' sum. Ins ag am is a social media ha g ows as e han Facebook and engage mo e audience (S a is a, 2020a, Wadhwa, 2020). Mo eo e , Facebook is he mos popula social ne wo k globally, wi h 2,7 billion use s (S a is a, 2020c). Howe e , wi h 1,1 billion use s, Ins ag am has a highe g ow h a e and engagemen a ac ion (S a is a, 2020a, S a is a, 2020c). We decide o pu Ins ag am away when we no ice ha he con en compa ed wi h Twi e we e e y simila . We mo e o wa d wi h 44 Phase 2, ha encompasses F.C. Baye n München, Li e pool F.C., Manches e Uni ed F.C. and Pa is Sain -Ge main F.C.. The sea ch o wee s h ough he keywo ds lis allowed o include a g ea e di e si y o con en ac ions de eloped by clubs o engage ans in a s ay-a -home con ex . The e o e, he numbe o pos s collec ed o each club was: Ju en us F.C. had a sum o 360 wee s analysed; A.C. Milan had 315; Real Mad id A.C., 420; and F.C. Ba celona, 290 o G oup 1. On G oup 2, which has a mo e syn he ic analysis, he numbe o pos s collec ed was: 73 on he Manches e Uni ed F.C.’s p o ile; 48 o Li e pool F.C.; 48 o Pa is Sain -Ge main F.C.; and 42 on Baye n München’s p o ile. The i s collec ion s a ed wi h an explo a o y app oach. Fo his eason, he i s p o ile o be s udied, Ju en us F.C., had da a collec ed om bo h Twi e and Ins ag am. A he beginning o he esea ch p ocess, we had he idea ha social media could o e di e en con en and communica ion me hods. Howe e , a e he da a collec ion, we ealised ha he e we e many simila i ies ega ding he con en sha ed. Thus, we decided o include only Twi e because i is ex media since we aimed o analyse con en . Ins ag am o e g ea con en o image analysis, which was no he objec i e o his esea ch. Ju en us Foo ball Club’s Ins ag am (@ju en us c) se ed as an expe imen al p ocess o disco e wha we could ind o e he analysis p ocess. Acco ding o he numbe s, i is he mos amous I alian club, and i was e y ep esen a i e o s a collec ing da a om i since I aly was he epicen e o Co id-19 in Eu ope. The eason we analysed an Ins ag am p o ile is ha a his poin , he esea ch s ill conside ed o include ha social media channel. The pla o m used o s o e he ga he in o ma ion was he da abase applica ion and p ojec planning No ion (www.no ion.so). Companies eam wo ke s commonly used he No ion pla o m du ing he Co id-19 pandemic since i enables wo k eams o c ea e and sha e documen s, sha e asks, ack miles ones collabo a ing in a con ex whe e he business had o mig a e o home-o ice and elewo king modali ies (Rysa y & Michalak, 2020). Beyond ha , i has he suppo da abases o con en , he main explo ed and necessa y asse o his analysis. Mo e han o e he simila esou ces a ailable on he Mic oso Excel, No ion was a e y mode n easy pla o m ha allows e icien ools o o ganise in o ma ion, and s o e da a, wi h a plus: ha e a good p esen a ion and design, he eason why we chose i o his disse a ion. 45 On his Ins ag am explo a o y app oach, we collec ed he maximum o in o ma ion o ha e a b oad unde s anding o he whole da a, making possible an in-dep h lec u e o wha he clubs' done and i s pe o mance. In o de o s o e and o ganise he in o ma ion, he da a was sepa a ed h ough he columns: da e, pos ex , likes, commen s, hash ags, agged, isual con en , isual a e ac , link ( he same o URL, which means Uni o m Resou ce Loca o , he web add ess o he pos ), iews, classi ica ion. The pos da a had he in o ma ion o ill he ca ego ies, excep one, he "Classi ica ion", ha we c ea ed o ou line wha he con en was abou h ough keywo ds. A ha momen , he collec ion p ocess was s ill unce ain. The unde ini ions gene a ed a b oad and deep in es iga ion abou he pos s con en and possibly social media s a egies. The goal o his Ins ag am analysis was o cap u e he ypes o con en used by he clubs o a ac an engagemen and inc ease he in e ac ion, o he same ex en we wan o unde s and he esponse h ough he numbe s (likes, sha ing, commen s), and e eal which s a egies a ac ed he mos ans. Since we do no mo e o wa d wi h Ins ag am, he de ails a e speci ied in Appendix 2. A e wa ds, a e y simila analysis was made in Ju en us F.C.’s Twi e accoun (@ju en us c). We chose he o icial p o ile whe e he con en is w i en in I alian, he i s accoun o be c ea ed and he mos popula . Since Twi e is a ex and as e speed media wi h many mo e pos s a day, he analysis changed om collec ing e e y pos , as we had done wi h Ins ag am (Appendix 2), o picking up andom pos s. The c i e ia o collec andom pos s we e adop ed and used o all G oup 1 da a collec ion. We sea ched o ind con en supposedly c ea ed (o mo e explo ed) du ing he pandemic (e.x.: in o ma ion ela ed o Co id-19, ansi ioning phases du ing he lockdown, online games, Q&A, home ac i i ies, an in e ac ion, dona ions and und aising campaigns and o he s). We con inued o use he No ion pla o m o ga he and sepa a e he da a; he columns c ea ed o s o e he Twi e da a collec ion we e adap ed and sho en. I included: da e; pos ex ; hash ags; e wee s; likes; wee s/day; classi ica ion; link (URL). Besides, he pe iod analysed emained he same (ex ending la e ). A o al o 118 wee s we e collec ed, a numbe ha inc eases la e o wo easons. La e , we decided o collec e e y wee pos ed in Ma ch om Ju en us’ accoun . We belie e ha ha e a whole mon h o con en and da a collec ed could o e eal in o ma ion o he con en dis ibu ion and engagemen esponse. The second eason was he s anda disa ion o he coding c i e ia (3.6.1.3), whe e 46 we use he keywo ds lis o guide a second G oup 1 da a collec ion, which wo ked as a double-check. In he end, he o al o collec ed pos s was 486. Bo h social media, Ins ag am and Twi e , p esen ed e y simila pos s in gene al, some imes jus sha ed wi h a di e en app oach, howe e he same con en . When a di e en pos appea ed ( o one o ano he ), hey usually explo ed a speci ic esou ce o ool ha social media o e ed. To make su e his s a egy is he same o o he clubs, we also collec ed in o ma ion o m Ins ag am and Twi e A.C. Milan’s p o iles. A he end o his p ocess, we could no ice ha Twi e had mo e po en ial o p o ide he needed in o ma ion o wha he analysis in en o disco e . Fu he , we had wo objec i es: un eil he ypes o con en clubs had sha ed on social media du ing he ou i s mon hs o he Co id-19 pandemic, and which one o hem b ough highe engagemen pe o mance h ough he ans). In con as , i sp ead mo e con en hanks o how he pla o m wo ks: a powe ul in o ma ional ool, upda ed in a highe equency, and mul iple pos s pe day can be sha ed wi hou sa u a ing he ollowe s’ imelines. The Ju en us’ Ins ag am da a collec ion can be accessed in he link h ps://www.no ion.so/ju en us-Ins ag am- 9e5d2a741e154b34b 810daa2ad05970, and he Twi e da a collec ion is a ailable on h ps://www.no ion.so/294554037943442c9924b1202dd7 3 ? =0 7c0 ed9e84 d7b4463a02bee1e 7c7. S ill, we made a as e Ins ag am collec ion in A.C. Milan’s p o ile (@acmilan), he second mos popula I alian club in he sum o social media Twi e + Ins ag am. In o de o make su e abou he con en simila i ies be ween bo h social media clubs’ p o iles, we picked up 54 pos s andomly a i s , and he da a collec ed was a s o e on No ion in he columns: da e; pos ex ; hash ags; agged; commen s; likes; iews; classi ica ion; link. Filling he ca ego y “Classi ica ion” acco ding o he pos con en . This analysis also s a ed in he second week o Ma ch (9/3/2020), bu we ex ended i un il he hi d week o June (12/6/2020). We collec ed in o ma ion om A.C. Milan Twi e p o ile (@acmilan) conside ing he same pe iod (being ex ended la e o all mon hs om beginning Ma ch un il he end o June). The collec ed in o ma ion was dis ibu ed in he columns: da e; pos ex ; hash ag; RT (= e wee ); likes; iewe s; classi ica ion; link. Due o he simila i ies and he ime spen in da a collec ion, we decided ha he esea ch will ocus on Twi e , mainly o he highe numbe o in o ma ion esou ce (numbe o pos s) and he adi ion ha his media 47 has in he spo . I is ele an o men ion ha he mic o-blog is also conside ed an o icial b ands’ media. Wha is announced and publish on Twi e is commonly epo ed in newspape s. Summing up, ei he Ins ag am o Twi e could in o m abou he club's cu en si ua ion so ha he ans can be upda ed ollowing one o o he accoun . Howe e , he amoun o in o ma ion and in e ac i e con en was highe on he mic o-blog, and o his analysis, he ex was mo e ele an han he image. Besides, we did no conside using Ins ag am S o ies in he esea ch, conside ing i is con en ha disappea s a e 24 hou s, and i would equi e a simul aneous analysis. Ins ag am S o ies was launched in 2016 and allowed use s o sha e pho os, ideos and o he con en ha emain jus 24 hou s a ailable o o he use s ( ollowe s) (Read, 2020). This esea ch hen conside ed Twi e exclusi ely o ga he in o ma ion o he analysis. Once he mic oblogging limi ed he numbe o wee s showed in a p o ile, his esea ch used he websi e All My Twee s (h ps://www.allmy wee s.ne /) o ha e easy access o all he sha ed con en each eam selec ed. The da a collec ed h ough he o he clubs’ p o iles con inued ollowed he same c i e ia: ca aloguing he new ways o in e ac ion sha ed du ing he pandemic and he news o o he announcemen s ega ding he new measu es and changes in he club’s calenda . Real Mad id C.F. (@ ealmad id) was he second p o ile o be s udied. F om 9/3/2020 un il 17/6/2020, we collec ed a sample o 90 wee s ga he ing he in o ma ion acco ding o c i e ia men ioned be o e (da e; pos ex ; hash ag; RT; likes; iewe s; classi ica ion; link). In his collec ion, we added wo columns: Con en and RT P o ile. The idea has speci ied he esou ce used on Twi e , such as ca d, ideo, h ead, RT. Though i did no seem o be necessa y, jus some wee s collec ed had his column illed. Fu he mo e, he RT P o ile was he space o add he “@” (b and o pe son) when he sha ed wee was pos ed by o he p o ile. F.C. Ba celona (@ cba celona) had 222 pos s collec ed o he sample om 9/3/2020 un il 17/6/2020. The highe numbe o wee s collec ed a his momen compa ed o o he s was because hey launched a kind o a challenge o ans and pos ed i daily, seeking o gene a e mo e in e ac ion wi h ans a home, and we aimed o collec mos o hem. They c ea e he hash ag #Cule sA Home o p omo e his ini ia i e. Fo his collec ion, he same columns used in Real Mad id da a collec ion was applied, wi h one addi ion: 48 Tagged column, o add he “@”, in o he wo ds, he men ioned p o ile in he pos . Howe e , jus like he o he new columns (implemen in he Real Mad id analysis), his esea ch did no seem necessa y. Th ough he “Classi ica ion” pa ame e , hese collec ion and con en desc ip ions allowed c ea ing a pa e n o keywo ds used in G oup 2. F om ha , we c ea ed a keywo ds lis o acili a e he collec ion p ocess. I acili a es he p ocess o wo easons: pick up he highe amoun o con en ha we like o pe cei e as de eloped because o he pandemic si ua ion and s anda dise he collec ion. We also ampli y he pe iod analysed om he beginning o Ma ch un il he end o June. These wo de ini ions app oached he esul s o da a collec ion, ei he in con en and amoun . Un il hen, we ead each wee collec ed in he pe iod de ined. Because e en picking a andom sample, he goal was including all he ini ia i es ela ed o he pandemic ( an- ela ed, online games, dona ion, cha i y, b anding, c oss-sec o ). Beyond ha , i was essen ial o ead he con en o unde s and he clubs' app oach and s a egy in hei social media, con ex ualise, unde s and be e , and go deepe in o he analysis. F om now on, i would no be necessa y o ead e e y wee bu sea ch i by keywo ds. We sepa a e he clubs in o G oup 1 (AC Milan; F.C. Ba celona; Ju en us F.C.; Real Mad id C.F.) and G oup 2 (F.C. Baye n München; Li e pool F.C.; Manches e Uni ed F.C. and Pa is Sain -Ge main F.C) was because he analysis me hod changed in Phase 2. 5.1.2 Phase 2: Accu a e collec ion (G oup 2) Due o iden i ying o an exis en pa e n ega ding he clubs' subjec s, hanks o he “Classi ica ion” c i e ia, i was possible o s eamline he collec ion p ocedu e. The second s ep p esen ed he e, e e ing o G oup 2, ack pos s guided by a keywo ds lis , a ailable in Appendix 3. We c ea ed i o help il e he s a egies used by clubs' du ing he pandemic o keep he ans engaged, including in o ma ion ela ed o co ona i us and social p ojec s c ea ed (ei he cha i y, und aising o dona ion campaigns). G oup 2 includes he o he ou clubs analysed: F.C. Baye n München; Li e pool FC; Manches e Uni ed F.C. and Pa is Sain -Ge main F.C. The websi e All My Twee s became e en mo e c i ical in his phase since i was easie o sea ch he pos s using keywo ds. The same p ocess o da a collec ion was applied. 49 Howe e , he collec ed da a his ime was s o ed in ano he pla o m, he Ai able (www.ai able.com). Jus like No ion, bo h a e p ojec managemen and collabo a i e so wa e, wi h a mode n design and p esen a ion. We change because Ai able wo ks mo e as a da abase o sp eadshee , which was he esou ce we needed. While No ion was mo e o a knowledgebase, i is possible o c ea e a sp eadshee wi h a limi ed o ma o his pu pose. The Ai able allows o c ea e o mul iple shee s open in di e en abs, and his was a mus o a aching he keywo ds lis s in di e en languages conce ning he coun ies o he eams analysed in G oup 2 (English, Ge man, F ench). The in o ma ion s o ed was dis ibu ed in he ca ego ies: link, da e, club, hash ags, e wee , quo e wee s, likes, eplies, iews, classi ica ion, no es. Fo G oup 2, we s o ed all he clubs’ in o ma ion on he same page. The esou ces sough in he F.C. Ba celona and Real Mad id collec ion, such as Tagged, Con en and RT P o ile, we e no conside ed anymo e. O he ca ego ies excluded we e: pos ex and wee s pe week because hey will no be used a e wa ds. Mo eo e , “No es” was added o c ea e a space o w i e mo e speci ic in o ma ion ega ding he pos con en , whe eas his da a collec ion would be sho e and objec i e. The sum o all wee s collec ed o G oup 2 we e 208 om Ma ch un il June. Each club has 73 o Manches e Uni ed F.C.; 48 o Li e pool F.C.; 48 o Pa is Sain -Ge main F.C.; and 42 F.C. Baye n Munich 7 . The keywo ds ocus on h ee main aspec s: ac i i ies in ol ing ans (aiming o ind coc ea ion con en ), socially esponsible ac ions (posi ioning in a ou o human igh s, c ea ing cha i y o und aising campaigns), digi al in e ac ion (games, pas ime, online en e ainmen ) and ele an announcemen s ega ding Co id-19 (new measu es, suspensions, pos poned e en s). 5.1.3 Phase 3: All pe iod ac i i y s o ed In Phase 3 o he Da a Collec ion, we no ice ha he e was a compelling s a is ic ha could guide be e his esea ch in e ms o compa ison be ween clubs in he esul s s udies: he clubs’ pe o mance du ing he whole pe iod ( om Ma ch o June) conside ing all he pos s sha ed, including he quo e wee s ( ha o e he s a is ics o RTs and likes o his pos ), bu excluding simple e wee s, hose wi hou commen s ( he non-quo e). 7 One mo e wee o F.C. Baye n Munich om Feb ua y 28 announcing new measu es, bu we did no include he esea ch o no mee ing he c i e ia s ipula ed. 50 Fo his pu pose, he esea che used he Twi e analy ics ool Vicini as (h ps://www. icini as.io/) o ack all he eigh clubs analysed in he e e ed pe iod. This pla o m's choice is because i was possible o download in Mic oso Excel all he da a equi ed, in a simila o ma o he one se led o he No ion and Ai able s o age, and ha is ele an o he analysis: pos ex , likes, e wee s, link (URL). The e we e o he a ian s, howe e no pe inen enough o be included. This collec was made be ween 15/9/2020 and 25/9/2020. Thus, he numbe o ollowe s, likes and e wee s o he sample we e upda ed acco ding o hese da a. 5.2 Da a analysis The da a analysis is di ided in o ou phases. Phase 1 : Quali a i e Analysis was he s ep whe e he mind map was c ea ed, and he labels we e de eloped; bo h o igina ed hanks o he amoun o da a s o ed. The classi ica ion p ocess e ealed a con en pa e n, which led o he Mind Map and Coding Manual c ea ion. A e wa ds, in Phase 2: Quan i a i e Da a Analysis, we in es iga ed he engagemen esul s e e ing o likes and e wee s and had a pano amic iew o each club’s pe o mance om Ma ch o June. Table 5 de ails he Da a Analysis phases. Table 5 Da a Analysis Phases Da a Analysis Phase 1: Quali a i e Analysis Mind Map and Coding Manual I is he sys ema ic o ganisa ion o he da a collec ion. In his phase, he samples had hei in o ma ion s anda dised in columns, e iewed, and classi ied. The con en classi ica ion p ocess ollowed a pa e n, and om his s anda d, i eme ged a label acco ding o he subjec (Figu e 5, page 52). While we de eloped he p e ious wo phases h oughou da a collec ion, quali a i e esea ch ook place in he da a analysis p ocess. Phase 2: Quan i a i e Analysis Fan engagemen pe o mance The quan i a i e esea ch ook place. A e c ea ing he Coding Manual, we in es iga e he engagemen esul s e e ing o likes and e wee s wi h he con en ca ego ised in labels. I es ablished a pano amic iew o each club’s pe o mance om Ma ch o June and e ealed he mos success ul esul s. The a e age o likes and e wee was di ided by he numbe o he club’s page ollowe s and mul iplied by a million o equalise he a e o compa ison goals. Beyond ha , we a ge o disco e a label ha s ood ou among o he s and pa e n esul s o he labels. 51 5.2.1 Phase 1: Quali a i e Analysis 5.2.1.1 O ganisa ion o he ideas: Mind map C ea ing he codes was necessa y o o ganise he ideas h ough a mind map shown in Figu e 5 (p. 52), in a sho e sion (A ull e sion o his mind map is a ailable on he link h ps://mm. /1636546330? =9 QK1I3Pe ). The mind map con ex ualises he esea ch p oblem, how he pandemic a ec ed oo ball o ocus on an engagemen , which led his esea ch o analyse social media pos s and hen shows in a simpli ied way and he “Found Solu ions” as a esul o he da a collec ion. The e m “ ound solu ions” e e ences he con en s a egies clubs chose o use du ing he lockdowns and qua an ine o communica e wi h ans, keeping a high engagemen a e. The “solu ions hey ound” o en e ain ans a home. To ge in o ha i e names lis ed on Found Solu ions , all he ep esen a i e classi ica ions c ea ed du ing he clubs’ Twi e analysis we e lis ed. Then, ga he by hei sha ed heme o be unde s ood in a gene al comp ehension by he names (label) gi en o he ound solu ions opics. The i le o hese labels in he mind map mean ha hose ca ego ies we e he chosen con en clubs made o a ac an engagemen du ing he ou i s mon hs o he pandemic, so we e he solu ions hey ounded o in e ac wi h hei public. In conclusion, Found solu ions e e o he clubs' sha ed con en on social media o keep hei ans engaged. The codes a e explained in de ail in Figu e 5 and Table 6 (p. 54). Looking in de ail a he “Found solu ions”, and un a elling he umb ella, all he main ypes o classi ica ion we e c ea ed in he con en analysis based on he con en sha ed on Twi e . The codes ep esen ed he ype o pos s analysed and he di e en app oaches ha he esea ch sough o compa e he clubs' ac ions and assess hose capable o gene a ing mo e engagemen . 52 Figu e 5 Mind Map Foo ball in he Co id-19 pandemic: he impac on an engagemen 53 5.2.1.2 Coding and Coding Manual A e we de ined he codes ( B anding ; C oss-sec o ; Fan-cen ed ; Digi al In e ac ion ; O icial Announcemen ; Social Commi men ) based on he classi ica ions, i was equi ed o c ea e a new column No ion and Ai able pages. The in en ion was o add hese ca ego ies o o ganise he con en acco dingly o he labels. The labels became codes o ensu e each de ini ion's cla i y, and he Coding Manual on Table 6 (p. 54) was c ea ed o ou line and desc ibe he i e engagemen Found solu ions labels. The Coding Manual begins wi h his new column c ea ed on No ion and Ai able pages analysis. The need o manage he da a e icien ly led us o sea ch o da abases o o ganise in o ma ion and s o e da a, esou ces we ound in No ion and Ai able. They a e pla o ms like Mic oso Excel, wi h an imp o ed p esen a ion and design and addi ional documen s and sha e asks. Thei usage inc ease in he Co id- 19 o home-o ice and elewo king modali ies (Rysa y & Michalak, 2020). Du ing his p ocess, he p incipal codes we e de ined: B anding ; C oss-sec o ; Fan-cen ed ; Digi al In e ac ion ; O icial Announcemen ; Social Commi men . The O icial Announcemen was he las one o be added, and i was ele an due o he amoun o in o ma ion (no es, o icial s a emen s) ela ed o Co id-19. Howe e , ano he ype o in o ma ion was no ela ed o he pandemic, which was necessa y o classi y. F om his poin , New Codes (Table 8, p. 57) we e c ea ed o add ca ego ies o subjec s ha we e no ela ed o he ound solu ions o clubs o en e ained in he ongoing pandemic, bu i was ele an o conside since hey we e pa o he con en sha ed on he pe iod analysed. Beyond In o ma ion , i was c ea ed New No mal , Ma chdays , Sponso ed , and O he . The i s h ee en e ed in he analysis compa ed wi h he o iginal labels o hei ele ance. Ano he need ha eme ged in he ca ego isa ion p ocess was o speci y some labels wi h a as con en ype. Thus, we c ea ed he Sub-codes on Table 7 (p. 56) o speci y some di e en ca ego ies used as pa o he clubs’ con en s a egy, such as Social Ma ke ing (pa o he Social Commi men label). Al e na i ely, e en a ype o con en ha became e y popula du ing his pe iod and because i dese es o be di e en ia ed, such as B and In e ac ion (A Home) , pa o B anding . The Sub-codes se ed as a pa ame e o con en analysis. They we e no used on he engagemen analysis sepa a ely. 60 I was no possible o compa e he a e age di ec ly be ween clubs since hey ha e a di e se each po en ial and numbe o ollowe s. In o he wo ds: he highes Baye n Munchen likes a e age a e in he pe iod analysed was 1.372 likes/ wee in he 27 h week, which ep esen s less han hal o he lowes likes a e age week o Li e pool F.C. ha had 4.657 likes/ wee in he 20 h week, i s wo s esul . Because o ha , he weekly a e ages we e di ided by he numbe o each page ollowe s. This o mula pu s he clubs on an equal oo ing. In he end, he numbe s used o compa ison be ween clubs was he like o e wee a e age pe ollowe . Fo example, F.C. Ba celona had an a e age o 5.296,98 likes in he 10 h week. This numbe was di ided by 33.800.000, he ounded alue o he numbe o club ollowe s. The esul was app oxima ely 0,00015671. Thus, he esul was mul iplied by 1.000.000 (one million), equal o 156,71. The ou come can be in e p e ed as: o each one million ollowe s, abou 156 p o iles liked each pos o F.C. Ba celona in ha week. I was a calcula ion applied o all clubs, and he esul s o he likes a e age compa ison a e shown on G aphic 1, and o e wee s a e age, on G aphic 2. G aphic 1 E olu ion pe week o he an engagemen pe o mance on clubs’ Twi e p o ile du ing he i s ou mon hs o he Co id-19 pandemic measu ed by likes a e age pe million ollowe s 50 250 450 650 850 1050 1250 1450 10 12 14 16 18 20 22 24 26 Likes a e age/Million ollowe s Week numbe s o 2020 Fan engagemen on clubs' Twi e : pe o mance in likes Ba celona Real Mad id Ju en us Milan PSG Li e pool Baye n Manches e Uni ed 61 G aphic 2 E olu ion pe week o he an engagemen pe o mance on clubs’ Twi e p o ile du ing he i s ou mon hs o he Co id-19 pandemic measu ed by e wee s a e age pe million ollowe s Chap e 6. Findings The indings will de ail he clubs’ s a egies in he i s momen , di ided by he g oups. La e , he clubs’ pe o mance in numbe s du ing he pe iod es ablished in his analysis has a b oad iew o he an engagemen , ei he in se e al likes and e wee s. 6.1 G oup 1 In he analysis, we can compa e he e olu ion o he engagemen among clubs h ough 16 weeks, e ealing he ini ia i es c ea ed and wha pos s a ac ed he mos posi i e beha iou . Beyond o p esen , he wee s sha ed in he ups and downs o he g aphic o each eam, we can also no ice ha he ampli ude a ied a lo in some cases, and in o he s, i emained wi hou exp essi e di e ences. Fo he clubs conside ed in G oup 1, he likes ampli ude measu emen goes om he highes poin 318 on he 10 h week o he lowes 86 on he 13 h week, bo h eached by Ju en us F.C. s a is ics (G aphic 3). 0 50 100 150 200 250 300 10 12 14 16 18 20 22 24 26 RTs a e age/Million ollowe s Week numbe s o 2020 Fan engagemen on clubs' Twi e : pe o mance in RTs Ba celona Real Mad id Ju en us Milan Li e pool Baye n Manches e Uni ed PSG 62 On e wee s g aphic, i goes om 9 on he 14 h week o Ju en us o 47 in he week 17 h, o A.C. Milan (G aphic 4). G aphic 3 E olu ion pe week o he an engagemen pe o mance on G oup 1 clubs’ Twi e p o ile du ing he i s ou mon hs o he Co id-19 pandemic measu ed in likes a e age pe million ollowe s 63 G aphic 4 E olu ion pe week o he an engagemen pe o mance on G oup 1 clubs’ Twi e p o ile du ing he i s ou mon hs o he Co id-19 pandemic measu ed in e wee a e age pe million ollowe s 6.1.1 Ju en us F.C. The Ju en us F.C. pe o mance in likes and e wee s is speci ied in he G aphics 5 and 6. The i s sample o be analysed is om Ju en us F.C. Twi e accoun (h ps:// wi e .com/ju en us c). Ju en us F.C. is he ou h oo ball club wi h he mos ans globally (Chaudha y, 2020) and he I alian G aphic 6 Ju en us F.C. e wee s a e age/million use s G aphic 5 Ju en us F.C. likes a e age/million use s 64 oo ball club wi h he highes numbe o ollowe s on social media (see Table 1). Since I aly was he i s Wes e n coun y o su e he Co id-19 consequences, i is ele an o gi e special a en ion o wha he I alian clubs we e doing because i se ed as a model o o he clubs. To gi e his in-dep h analysis and conside ing Ju en us F.C was he i s club o be analysed, we included e e y wee om Ma ch. This speci ic sample can e e ence he esul s ound since we had he whole mon h's ac i i y. Also, Ma ch was a e y de e mina i e pe iod, he beginning o he Co id-19 pandemic and he wo ld's lockdowns. The decisions made ha mon h impac ed and de ined he new social dynamic o he ollowing mon hs, which a ec ed he way o conduc and planning ma ke ing s a egies, including he an engagemen app oach. Thus, he esponsi e esul s o he engagemen me ics collec ed (likes and e wee s) can be compa ed wi h he o he esul s o con i m he exis ence o ans' eac ions pa e ns. As he me ics poin , in Ma ch, Ju en us has i s highes and lowes spikes. The quo e wee s ( e wee s wi h commen s) we e excluded om he analysis, so he p esen ed esul s e e o RT (di ec sha es wi hou commen s) and likes. The o al o pos s on Ju en us Twi e in Ma ch was 377, an a e age o 12 pe day, including e wee s and eplies. Excluding hese pos s ha we e no analysed in he esea ch, i emains 259 di ided in o he labels: B anding , Fan-cen ed , In o ma ion , Ma chday , O icial Announcemen , Digi al In e ac ion and Social Commi men . G aphic 7 shows he labels di ision. G aphic 7 G aphic wi h all Ju en us F.C. wee s om Ma ch classi ied by labels 113 11 10 28 16 43 37 @ju en us c Ma ch pos s classi ied by label B anding Fan-cen ed In o ma ion Ma chday O icial Announcemen Digi al In e ac ion Social Commi men 65 G aphic 8 Like a e age g aphic o Ju en us F.C. Twi e in Ma ch classi ied by labels G aphic 9 Re wee a e age g aphic o Ju en us F.C. Twi e in Ma ch classi ied by labels Two new labels we e explici ly added o his analysis o compa ison. The In o ma ion label is pa allel wi h he O icial Announcemen s , bu when i is no ela ed o Co id-19. Mo eo e , Ma chday is ela ed o pos s sha ed on a ma chday, which e e s o he game. G aphics 8 and 9 compa e he likes and e wee a e age be ween labels. The esul s e eal ha he numbe o pos s pe label is no p opo ional o he a e age in e ac ion esul s. Fo example, B anding had he highes numbe o pos s in he mon h (113), and i was he mos liked subjec on a e age (2.762). Howe e , i was he second less e wee ed (108), jus behind Digi al In e ac ion wi h he lowes numbe s o sha ed pos s (67) and lowes numbe o likes (601) among 43 pos s published. On he o he hand, O icial Announcemen had he highes e wee s a e ages (738), and he second-highes likes a e age (2.586) among 16 pos s. I does mean ha he numbe o pos s o a ca ego y does no gua an ee popula i y. 2.762,58 1.427,91 1.242,80 2.202,86 2.586,19 601,00 1.837,15 0,00 500,00 1.000,00 1.500,00 2.000,00 2.500,00 B anding Fan-cen ed In o ma ion Ma chday O icial Announcemen Digi al In e ac ion Social Commi men @ju en us c likes a e age in Ma ch Like A e age 108,20 139,91 125,90 117,58 738,27 67,44 206,32 0,00 100,00 200,00 300,00 400,00 500,00 600,00 700,00 800,00 B anding Fan-cen ed In o ma ion Ma chday O icial Announcemen Digi al In e ac ion Social Commi men @ju en us c e wee s a e age in Ma ch RT A e age 66 An in e es ing inding was ha he Social Commi men pos s ela ed o he Co po a e Social Responsibili y (CSR), cha i y, social impac ac ions, and posi ioning ela ed o human igh s ou pe o med he Ma chday engagemen pe o mance in e ms o e wee s a e age and e y close o he esul s in e ms o likes a e age. A signi ican signal ha ans we e ac i ely in e es ed in sha ing he social good ini ia i es ha hei club was doing, mo e han sha ing ma ch esul s and news. Ano he ac con ibu es o mo i a ing he ac o e wee s (sha e con en ): he p ide o he b and hey suppo . In he opposi e di ec ion, we could obse e he low engagemen esponses in Digi al In e ac ion , wi h he lowes pe o mance in likes (601) and e wee s (67) a e age. This was unexpec ed a e seen h ough he analysis collec ion, he e o b ands had in es ed in imp o ing, inc easing, and di e si ying digi al ac i i ies such as games, li e, b oadcas , in e iews. Du ing he pandemic, i seemed ha hese pos s' in ensi y was highe han o he s (pe sonal obse a ion), ei he in he numbe o pos s o in e ac ions. Be o e he esul s, we had he imp ession ha hose we e one o he mos success ul kinds o app oach, meanly conside ing a eali y whe e people spend all day a home and because digi al communica ion me hods we e g owing du ing he Co id-19 pandemic (Nguyen e al., 2020). G aphic 10 Ju en us F.C. wee s sample collec ed om Ap il o June classi ied by labels 27 24 6 17 9 17 @ju en us c pos s sample by label (Ap - Jun) B anding Fan-cen ed O icial Announcemen Digi al In e ac ion Social Commi men New No mal 67 G aphic 11 Like a e age g aphic o Ju en us F.C. Twi e sample om Ap il o June classi ied by labels G aphic 12 Re wee a e age g aphic o Ju en us F.C. Twi e sample om Ap il o June classi ied by labels A e ha ing he esul s o Ma ch, his esea ch expec ed o see he esul s ep oduced in he nex mon hs o Ju en us FC. I was conside ed a sample o 101 wee s, om Ap il o June, co esponding o he di e en ini ia i e, ends used du ing he pandemic ( ega ding he digi al con en ) and ans in e ac ion (G aphic 10). Du ing he p ocess, i was necessa y o add one mo e label. Due o he e u n o social and p o essional ac i i ies, B anding was subs i u ed o New No mal o di e en ia e b and con en ela ed o he new sa e y measu es applied o hem. Once again, he Fan-cen ed and Digi al In e ac ion we e he ypes o con en expec ed o a ac he highe numbe o eac ions ha e idence a good engagemen pe o mance since hey we e ela ed o ma ches b oadcas , li e in e iews, ans pa icipa ion and co-c ea ion. Ins ead, acco ding o G aphic 11 1.516,74 446,96 3.550,50 688,47 2.513,89 2.406,00 0,00 1.000,00 2.000,00 3.000,00 B anding Fan-cen ed O icial Announcemen Digi al In e ac ion Social Commi men New No mal @ju en us c sample likes a e age (Ap - Jun) Like A e age 171,07 52,00 743,00 57,18 431,44 227,06 0,00 100,00 200,00 300,00 400,00 500,00 600,00 700,00 800,00 B anding Fan-cen ed O icial Announcemen Digi al In e ac ion Social Commi men New No mal @ju en us c sample e wee s a e age (Ap - Jun) RT A e age 68 and 12 esul s, he mos engaged subjec s we e ela ed o he Co id-19 in o ma ion ( O icial Announcemen ) and social good ini ia i es (Social Commi men ). New No mal and B anding a e con en ela ed o he b and. The di e ence is ha he i s one shows he coming back, including new measu es (ei he hough images o ex s), and he second is he s anda d b and- ela ed con en , such as bi hdays, sco ing goal, his o ical achie emen s and a hle e b anding (no ela ed o he e u n o lockdowns and qua an ines). The analysis c a es o disco e how he o he clubs' engagemen a es, i i emained he same o Ju en us FC o i hey had di e en esponses o ans and, i yes, unde s and why and wha ype o con en and in e ac ion changed ans' eedback. The o al o pos s was 486 collec ed, including eplies and e wee s. The amoun o he o al analysed (excluding he pages RTs and eplies) was 360. The example o he collec ed wee s and he classi ica ion in labels is explained in de ail in he ollowing opics. 6.1.1.1 Con en examples The o al numbe o wee s pos ed on he pe iod analysed ( om Ma ch 2nd o June 28 h) was 1.548. Top Twee s Hal o he en mos -liked wee s and ou o he mos RTs we e pos ed du ing Ma ch, which p o es he high pe o mance ha mon h had o he club. Figu e 6 p esen s he image (h ps:// wi e .com/ju en us c/s a us/1235481808571174912) o a ideo wi h highligh s o he Tu kish oo ball playe Me ih Demi al, on Ma ch 5 h, sha ed o celeb a e his bi hday, ha ing he highes numbe o likes (61.464) and he hi d con en mos sha ed in he pe iod analysed (4.118 e wee s). The hi d mos liked (30.226) and ou h-mos e wee ed (3.741) was pos ed on Ma ch 8 h, celeb a ed he ic o y o he A gen ine Ca los Te ez, champion wi h C.A. Boca Junio s in his na ional championship, on Figu e 7 (h ps:// wi e .com/ju en us c/s a us/1236609452184424448). Bo h wee s labelled on B anding o linking he a hle es’ image o he eam. 69 The i s mos e wee ed (6.601) and he i h mos liked wee (14.830) we e he o icial announcemen (labelled in his ca ego y) o he i s playe s posi i e o Co id-19, pos ed on Ma ch 11 h, on Figu e 8 (h ps:// wi e .com/ju en us c/s a us/1237861289181040640): “U gen communica ion, COVID-19 posi i e oo balle ”. The se en h mos liked one (11.441) was a esponse wee (commen ) o he A gen ine playe Paulo Dybala’s wee , “We a e a eam, Paulo!”, in Figu e 9 (h ps:// wi e .com/ju en us c/s a us/1241427402359742464). Because he wee was a commen , no a pos , he numbe o RTs was low, 568. When he club announced he was cu ed (h ps:// wi e .com/ju en us c/s a us/1258066817052008448), on May 6 h, he pos had an e en mo e engagemen a e (12.278 likes and 1.924 e wee s), being he 6 h posi ion o he mos liked and e wee ed. The con ibu ions o i could be ha i was a posi i e message and/o a di ec wee (a pos ), no a commen . Figu e 7 “The goal by Ca li os #Te ez gi es o @BocaJ sO icial ic o y in he A gen ine championship! Cong a ula ions, champion!”. I is he hi d mos liked and ou h mos e wee ed. Code: B anding Figu e 6 Bes Momen s Videos o celeb a e Tu kish oo ball playe Me ih Demi al bi hday. The mos liked wee o he pe iod analysed. Code: B anding 76 The o he image, Figu e 20 (h ps:// wi e .com/ju en us c/s a us/1249260974416134145) is ano he example o Digi al In e ac ion, quiz, puzzles, and hun ing-wo d examples. This pos was he mos engaging con en in his speci ic label in Ju en us case, ecei ing 2.080 likes and 131 e wee s. Fan-cen ed In mid-Ma ch, a goal chain was played on Twi e be ween clubs. I consis s o publishing a sco ed goal and ag he o he club ha appea ed on he ideo, he one he goal was sco ed agains , and challenging hem o do he same wi h ano he eam. The game was played using he hash ag #GoalChain. On Ma ch 17 h, he English club Bu nley F.C. s a ed (h ps:// wi e .com/bu nleyo icial/s a us/1239861168308654081) challenging ano he na ional eam, and he game in ol es Manches e Uni ed (h ps:// wi e .com/ManU d/s a us/1240296486031818752) and Li e pool F.C. (h ps:// wi e .com/LFC/s a us/1239950898748706816) On he ollowing day, i was he u n o A.S. Roma s a ed (h ps:// wi e .com/O icialASRoma/s a us/1240231285228003329) he challenge in I aly using he hash ag #CalcioGoalChain (calcio is oo ball in I alian), played by Ju en us Figu e 21 “Choose a GIF o commen he CR7 skills. A e you eady o one #GIFChain?” Figu e 22 “This is he momen o colou you house in (emo ions in whi e and black colou s). Tag us in you pho o and ideo: we a e going o publish he bes ones!” 77 (h ps:// wi e .com/ju en us c/s a us/1240366073700024327) and AC Milan (h ps:// wi e .com/acmilan/s a us/1240306423998885889). On he same day, F.C. Baye n English p o ile s a ed (h ps:// wi e .com/ cbaye nen/s a us/1240340025247662086) he chain in Ge man. A e he A.S. Roma #CalcioGoalChain, Ju en us had a simila idea o en e ain ans. They c ea e a GIF chain, Figu e 21 (h ps:// wi e .com/ju en us c/s a us/1241731612104183808) o commen on he abili ies o he CR7 ( hey pick up him in ending o each mo e engagemen in he commen s and in e ac ions since he is he mos belo ed playe , his name, pho os, and ideos always b ing a lo o likes and iews). F om he collec ed sample, he GIF Chain was he mos success ul a Fan-cen ed wee om Ju en us’ Twi e . I has 5.200 likes and 473 RTs. Ano he example o Fan-cen ed ini ia i e was he Flashmob, Figu e 22 (h ps:// wi e .com/ju en us c/s a us/12424161651478528024), he mos e wee ed Fan-cen ed ini ia i e, eaching 99 RTs and wi h 1.414 likes. O icial Announcemen Figu e 8, on page 69, in he opic Top wee s, is he mos e wee ed pos and he mos sha ed om he sample collec ed, and i was labelled on O icial Announcemen . Second, i was he announcemen o Dybala’s Co id-19 cu e, in Figu e 24 (h ps:// wi e .com/ju en us c/s a us/1258066817052008448). In hi d place, he announcemen abou he ag eemen wi h playe s and coach o he i s eam on Figu e Figu e 24 “Co id-19, cu ed @PauDybala_JR” Figu e 23 “Company no e | Ag eemen wi h oo ball playe s and coaches om he i s eam” 78 23 (h ps:// wi e .com/ju en us c/s a us/1243969167793012737) ega ding educing he emune a ion gi en om Ma ch o June 2020 (Ju en us, 2020b). Social Commi men On Ma ch 12 h, Ju en us F.C. launched he und aising campaign o aise unds o Co id-19 elie , speci ic o suppo heal hca e p o essionals om Tu im’s zone, on Piedmon and egion. The ini ia i e e e be a ed, and he ideo eco ded by he clubs’ p esiden And ea Agnelli, Figu e 25 (h ps:// wi e .com/ju en us c/s a us/1238175149477834752), had 7.894 likes and 7894 RTs, being he 7 h mos e wee ed and he 13 h mos liked in he pe iod. Un il Ap il, many playe s om he women's and men's eams eco ded simila ideos asking people o collabo a e wi h he campaign, using he hash ags #Dis an iMaUni i ( oge he wi h bu uni ed in I alian) and #Li eAhead. Figu e 26 Figu e 26 Second pos o many pos ed showing playe s eco ded ideos asking people o dona e. “Wo d o Capi an @Chiellini. Dona e oge he wi h Ju en us. h p://go undme.com/ /dis an i-ma-uni i- dona-insieme-alla-ju en us #Dis an iMaUni i#Li eAhead” Figu e 25 The und aising campaign s a s wi h he clubs’ p esiden And ea Agnelli announcemen . “In such a delica e momen , we wan o make ou con ibu ion. Dona e oge he wi h Ju en us h p://ju e.i /h8s550yKjdA #Dis an iMaUni i #Li eAhead” 79 (h ps:// wi e .com/ju en us c/s a us/1238405605943119877) is an example o he ideos playe s and coaches eco ded o in i e people o dona e. Acco ding o ou analysis, his hash ag, bo h on Ins ag am and Twi e , was mainly used o add ess hese pos s we e club membe s eco ded ideos wi h a s anda dized message in i ing people o pa icipa e and dona e o Tu im’s hospi al. Impo an no e: he hash ag was no c ea ed o his pu pose. #Li eAhead was he new ma ke ing s a egy, announced on 1/7/2019, o be pa o he club’s new iden i y, wi h a s ong message ha he Ju en us b and’s impo ance emains beyond he 90 minu es on he pi ch. The main Ju en us’ ini ia i e was he und aising campaign. Howe e , hey sha ed some o he examples o dona ions hey did such as he examples abo e. Figu e 27 (h ps:// wi e .com/ju en us c/s a us/1239968995563851777) e e s o he speci ic dona ions he clubs’ p esiden And ea Agnelli and his amily did, in pa ne ship wi h o he b ands (Fe a i, 2020). Mo eo e , in Figu e 28 (h ps:// wi e .com/ju en us c/s a us/1235612960069955584) hey announced hey would dona e he ood ha would be a sale on he game played wi h closed doo s a he beginning o Ma ch. Many clubs communica e be ween hemsel es in ac s o solida i y and suppo . In his case, he F ench Olympique Lyonnais published on he day when hey would ace Ju en us F.C. in he Champions League Figu e 27 “The Agnelli amily and i s socie y o Co id-19 eme gency” Figu e 28 “#Ju eMilan, he Allianz S adium ood will no be was ed. This is why: (link)” 80 he message: “We had an appoin men wi h you onigh . This is only a pos ponemen . O.L. b ings i s suppo and solida i y o all hose who lo e @ju en us c and mo e gene ally o all ou ansalpine iends”. Adding he I alian “See you soon” (“A p es o”) and using he Ju en us’ hash ag #Dis an iMaUni i. Pos sha ed by Ju en us wi h a hank you in F ench. They added: “See you soon. I will be a g ea ma ch, and we canno wai o i .”, Figu e 30 (h ps:// wi e .com/ju en us c/s a us/1240022641819496448). Usually, e wee s om o he s’ pages do no ha e a g ea each limi ed by he social media me ics, bu his one b oke he pa e n, ha ing he 22nd posi ion on he mos liked (6.535) wee s be ween and 963 RTs. As he und aising campaign, hose pos s we e ca ego ized on he Social Commi men ini ia i e. Figu e 29 (h ps:// wi e .com/ju en us c/s a us/1266470491843366915) shows he ibu e made in memo y o he 39 ic ims who died in he ae oplane c ash in 1949. The ligh ook he en i e To ino F.C. back o Tu im, I aly, om Lisbon, Po ugal, a e a iendly ma ch agains S.L. Ben ica. To honou he ic ims, he Mole An onelliana, one o he ci y pos ca ds, was illumina ed on he day he acciden happened decades ago. The hi d Social Commi men mos liked (6.535 likes and 963 e wee s). The i s one was he und aising campaign launch, and he second was also a memo ial pos ega ding Heysel disas e in 1985. Figu e 30 Solida i y be ween clubs Figu e 29 Honou o he ic ims o he To ino F.C. disas e 81 6.1.2 A.C. Milan The A.C. Milan pe o mance in likes and e wee s is speci ied in he G aphics 13 and 14. A.C. Milan was he second p o ile analysed (h ps:// wi e .com/acmilan). I was also an I alian club, a coun y ha was hi i s by co ona i us pandemic e ec s ega ding o he Eu opean coun ies. The o al o collec ed wee s om A.C. Milan o icial Twi e accoun was 315 pos s om Ma ch o June dis ibu ed in labels acco ding o G aphic 15. G aphic 16 and 17 show he a e age in likes and e wee s he labels had pe wee in ha ca ego y. The esul s demons a e how in e es ed A.C. Milan ans we e in he b and’s Social Commi men con en , he mos success ul con en label in bo h like (1.881) and e wee a e age (338). In e ms o likes, he highe engagemen esponses we e ollowed by New No mal (1.339), B anding (1.350), O icial Announcemen (1.210), Fan-cen ed (707), Digi al In e ac ion (519). Then, C oss-Sec o : he b and p omo ed a conce called F om Milan Wi h Lo e wi h celeb i ies such as he Ame ican singe s Alicia Keys, Kelly Rowland, Robin Thicke and o he s. In he e wee c i e ia, behind Social Commi men (338) we e O icial Announcemen (287), B anding (225), New No mal (172), Digi al In e ac ion (119,03) , C oss-sec o (109,50) and Fan-cen ed (94). G aphic 14 A.C. Milan e wee s a e age/million use s G aphic 13 A.C. Milan likes a e age/million use s 82 G aphic 15 A.C. Milan wee s sample collec ed om Ma ch o June classi ied by labels G aphic 16 Like a e age g aphic o A.C. Milan Twi e sample om Ma ch o June classi ied by labels G aphic 17 Re wee a e age g aphic o A.C. Milan Twi e sample om Ma ch o June classi ied by labels 123 19 27 25 19 9 38 49 @acmilan pos s sample dis ibu ed by label B anding C oss-Sec o Fan-cen ed Ma chday New No mal O icial Announcemen Digi al In e ac ion Social Commi men 1.350 519 707 973 1.399 1.210 789 1.881 0,00 500,00 1000,00 1500,00 2000,00 Like A e age @acmilan likes a e age (Ma ch - June) B anding C oss-Sec o Fan-cen ed Ma chday New No mal O icial Announcemen Digi al In e ac ion Social Commi men 225 109,50 94 203 172 287 119,03 338 0,00 100,00 200,00 300,00 400,00 RT A e age @acmilan e wee s a e age (Ma ch - June) B anding C oss-Sec o Fan-cen ed Ma chday New No mal O icial Announcemen Digi al In e ac ion Social Commi men 83 This esea ch did no analyse he Ma chday and In o ma ion (o icial announcemen s no ela ed o CoOVID-19) ca ego ies because hey we e no pa o he “ ound solu ions” o he oo ball clubs in he ongoing pandemic, as he mind map illus a es in Figu e 5, page 52. Howe e , since some wee s we e collec ed om hose subjec s, we use i as a compa ison pa ame e , he eason hey we e added o he g aphics. I allowed concluding ha in A.C. Milan case, he Social Commi men and O icial Announcemen s pos s signi ican ly b ough mo e engagemen o he page ha he usual Ma chday pos s did in likes and e wee s. Once again, he Fan-cen ed and Digi al In e ac ion emained wi h he lowes an engagemen esul s in likes and e wee s a e age. C oss-sec o also did no ha e a good engagemen esponse due o building an in e na ional e en wi h an online b oadcas on social media pla o ms. In he au ho ’s opinion, one o he easons why he epe cussion was no ha much success is ha A.C. Milan’s page s a ed he disclosu e jus eigh days be o e he e en , a he beginning o May. The sho pe iod o days o sp ead he e en ’s in o ma ion p obably dec eased he disclosu e and in e ac ion, ha ing a low engagemen e u n compa ed o i s dimension, conside ing i as an in e na ional e en online b oadcas ed. 6.1.2.1 Con en examples A o al numbe o 765 wee s we e pos ed on he analysis pe iod ( om Ma ch 2nd o June 28 h). Top Twee s The mos liked (17884) and e wee ed (2231) A.C. Milan’s wee was Figu e 31 (h ps:// wi e .com/acmilan/s a us/1261952223841378306) celeb a ing di e si y, equal igh s, human igh s, pos ed in May. The second mos liked (12.552) and he 3 d mos e wee ed (1974) was he condolences o F ancesca Ga uso, Figu e 32 (h ps:// wi e .com/acmilan/s a us/1267770321169526787), Genna o Ga uso’s sis e , he oo ball playe ha played in Milan om 2017 un il 2019, and since hen is S.S.C. Napoli’s coach. In gene al, A.C. Milan equen ly published condolences con en . I can be known i i was al eady a habi be o e he pandemic; howe e , he analysis could show a common con en on hei page. 84 The second mos e wee ed (2.017) was he celeb a ion o he eligious Muslims holiday ha ma ks he end o as ing in Ramadan (Chi wood, 2020), illus a ed in Figu e 33 (h ps:// wi e .com/acmilan/s a us/1264437220938616832), and eached 4.767 likes, he 17 h posi ion. Figu e 34 (h ps:// wi e .com/acmilan/s a us/1261342588709134336) was he 3 d mos liked (9.781), and ecei ed 971 RTs (16 h posi ion) and i was a e e ence o he e u n o aining. O he en mos liked, h ee a e om Ma ch, wo om May, h ee om June and wo om Ap il. Figu e 33 Celeb a ion, New Code: O he Figu e 31 Social Commi men , di e si y, equal igh s, human igh s Figu e 32 Social Commi men , condolences Figu e 34 T aining, e u n, in e ac ion. New Code: New No mal 85 Ins ead o ha ing many p o iles o each coun y, a esou ce used by he in e na ional eams, A.C. Milan mix English and I alian in an appealing way: no ansla ing om one language o ano he , bu publishing con en in bo h languages ha comple e each o he and ha co espond be e o he speci ic cul u es. B anding Figu e 38 B and+Sponso Figu e 35 B anding A hle e Figu e 37 New No mal Figu e 36 Celeb a ion, Bi hday 92 6.1.3 Real Mad id C.F. The Real Mad id C.F. pe o mance in likes and e wee s is speci ied in he G aphics 18 and 19. Real Mad id C.F. has he mos ans globally (Chaudha y, 2020), was he hi d p o ile analysed (h ps:// wi e .com/ ealmad id), and he i s Spanish club. The o al o collec ed wee s was 420 pos s om Ma ch o June, and h ee we e excluded o being e wee s. The 417 wee s analysed we e dis ibu ed acco ding o G aphic 20. G aphic 21 and 22 show he a e age in likes and e wee s he labels had pe wee in ha ca ego y. Once again, Social Commi men had highe engagemen esponses in likes (16.238) and e wee s (1.620). The second label o gene a e mo e engagemen was New No mal , wi h 10.648 likes a e age and 1.350 e wee s. In hi d place in he e wee s we e he O icial Announcemen s (1.117), which shows ha Real Mad id ans we e in ensely engaged in sha e con en ega ding he pandemic: social ini ia i es, coming back (new measu es and o he s) and announcemen s ega ding Co id-19. On likes a e age, B anding (6.802) appea ed in hi d place ins ead, which is also di e en om o he clubs ha ha e B anding as con en ha gene a es mo e in e ac ion. O icial Announcemen (6.621) in ou h place in likes a e age, and he las wo places Digi al In e ac ion (3.334) and Fan-cen ed (3.140). I mus be said ha Real Mad id C.F. uses i s Twi e p o ile o sha e much ins i u ional in o ma ion, mo e han o he clubs, which gi es an imp ession almos o a bu eauc a ic ype o app oach acco ding o he numbe o ins i u ional explana ions. I may explain why In o ma ion (6.666 likes a e age; 645 e wee s a e age) , in his case, is so high and why hey keep sha ing his ype o con en since i has an ac i e esponse by he ans. G aphic 19 Real Mad id C.F. e wee s a e age/million use s G aphic 18 Real Mad id C.F. likes a e age/million use s 93 G aphic 20 Real Mad id C.F. wee s sample collec ed om Ma ch o June classi ied by labels G aphic 21 Like a e age g aphic o Real Mad id C.F. Twi e om Ma ch o June classi ied by labels G aphic 22 Re wee a e age g aphic o Real Mad id C.F. Twi e om Ma ch o June classi ied by labels 192 218 50 85 19 27 15 @ ealmad id pos s sample dis ibu ed by label B anding Ma chday In o ma ion Fan-Cen ed Digi al In e ac ion O icial Announcemen Social Commi men New No mal 6.802 5.311 3.140 3.334 6.621 16.238 10.648 6.666 0,00 5000,00 10000,00 15000,00 20000,00 Like A e age @ ealmad id likes a e age (Ma ch - June) B anding Ma chday Fan-Cen ed Digi al In e ac ion O icial Announcemen Social Commi men New No mal In o ma ion 800 560 375 325 1.117 1.620 1.350 645 0,00 500,00 1000,00 1500,00 RT A e age @ ealmad id e wee s a e age (Ma ch - June) B anding Ma chday Fan-Cen ed Digi al In e ac ion O icial Announcemen Social Commi men New No mal In o ma ion 94 Compa ed wi h he 6.621 likes a e age o O icial Announcemen , he In o ma ion has a su p ising esul since i was no ela ed o Co id-19 in o ma ion. Ano he in e es ing ac is ha he a e age o likes on Ma chday (5.311 likes a e age; 375 e wee s a e age) was only highe han Fan-cen ed (3.140; 375) and Digi al In e ac ion (3.334; 325). Analysing he e wee s g aph, O icial Announcemen occupies he hi d place and, in ha case, he di e ence be ween his label and In o ma ion was ele an : hose con en ela ed o Co id-19 had an a e age o 1.117 RT pe pos , and he o he s had an a e age o 645. B anding (800) was in he ou h posi ion in RTs a e age, ollowed by Fan-cen ed (375) and Digi al In e ac ion (325), on he a e age likes esul s Digi al In e ac ion was abo e Fan-cen ed . Mo eo e , once again, Ma chday only su passed he RT a e age o he las wo places. 6.1.3.1 Con en examples To al o wee s pos ed on he pe iod analysed ( om Ma ch 2nd o June 28 h): 1.110. Top wee s The mos liked and he mos e wee ed Real Mad id’s pos was a Ma chday , Figu e 53 (h ps:// wi e .com/ ealmad id/s a us/1234235265809604608). I has 83.668 likes and 26.458 sha es. The second pos ha mos esona ed in in e ac ions (61.206) was he mou ned he dea h o he Figu e 53 Ma chday Figu e 54 “Real Mad id CF deeply eg e s he passing o Dolo s Sala Ca ió, mo he o Pep Gua diola. Ou club wan s o show i s condolences o you amily and lo ed ones.”; Condolences 95 Spanish coach Pep Gua diola’s mo he , Figu e 54 (h ps:// wi e .com/ ealmad id/s a us/1247174620467335169), he i h mos sha ed, 7.413 (i was no included in he sample analysis). The ex- oo ball playe Pep Gua diola had ained F.C. Ba celona, F.C. Baye n München and cu en Manches e Ci y and is conside ed one o he wo ld’s g ea es manage s (Riaz, 2020) o all ime. The hi d mos -liked was a ma chday pos , eaching 44.839 eac ions and 3.881 sha es (28 h posi ion on RTs), in Figu e 55 (h ps:// wi e .com/ ealmad id/s a us/1234255848156913665). The second mos e wee ed was Figu e 56 (h ps:// wi e .com/ ealmad id/s a us/1235852620637626368), ega ding he clubs’ anni e sa y, eaching 14.886 sha ed and 42.954 likes. Bo h we e no included in he sample analysis. O he 10 mos RT and liked, 4 o each we e ela ed o ma ches. Fu he mo e, he 10 h mos liked was a “Good mo ning” day a e he ic o y, which means hal o he mos popula pos s we e abou ma chdays. O he en mos RT, six we e om Ma ch. Figu e 56 “Today we u n 118 yea s o his o y! Wha has been you bes momen as a mad idis a?”; Club's his o y Figu e 55 “’Wha a h ill o ma k on #ElClásico! Go Mad id!’ #RealFoo ball |#HalaMad id”; Ma chday; goal eco ded es imony 96 B anding B anding label also had i al pos s in e ms o engagemen . The F ench oo ball playe Ka im Benzema's ideo sco ing a goal on Figu e 58 (h ps:// wi e .com/ ealmad id/s a us/1259422932595507201) was he 8 h mos e wee ed and he 7 h mos liked (35.033 likes; 6.832 RTs). The same a hle e ecei ing ecogni ion in Figu e 57 (h ps:// wi e .com/ ealmad id/s a us/1234256835726712837) eached he 6 h posi ion o he mos liked pos (35.333 likes and 3.155 RTs) in he pe iod analysed. The “Buenos días mad idis as!” a day a e a ma ch ic o y on Figu e 59 (h ps:// wi e .com/ ealmad id/s a us/1234357770415001600) was he 10 h mos liked (33.492 likes, 2.790 RTs). Figu e 60 (h ps:// wi e .com/ ealmad id/s a us/1273532180497604608) uses a a e esou ce publishing a GIF ins ead o an image. Be o e i , Ju en us F.C. had c ea ed a GIF Chain challenge. Howe e , in his case, he GIF is used as he illus a ion o he pos . I ecei ed 4.303 likes and 299 RTs, low engagemen h ough. Figu e 58 His o y, sco ing a goal Figu e 57 Recogni ion 97 Figu e 59 “Good mo ning Mad idis as!”; Following ma ch-day, mo i a ion Figu e 60 “Will o play”; Mo i a ion Figu e 61 “Good mo ning Mad idis as!”; Following ma ch-day, mo i a ion Figu e 62 Re u n; New Codes: New No mal 98 The coun ing down “5 days le ” ha eached 22.134 likes, and 2.512 RTs on Figu e 61 (h ps:// wi e .com/ ealmad id/s a us/1270370066803175425) is al eady ela ed o e u ning o he op di ision o he Spanish oo ball league La Liga, e en i he image is no ela ed o he new no mal. Figu e 62 (h ps:// wi e .com/ ealmad id/s a us/1258016197414617088) shows an image ela ed o he new no mal and sha ed an a icle abou how he club was p epa ing o e u n ega ding he sa e y measu es (7.332 likes; 832 RTs). The examples o B anding+ , pa o he B anding label ocus on p oduc publici y o sale, a e he ema kable con e sion o he club’s magazine o he digi al o ma in Figu e 63 (h ps:// wi e .com/ ealmad id/s a us/1250876617376903169). The pos published on Ap il 16 h says: ““#RMFansEnCasa, eli e he his o y o he club wi h ou exclusi e magazines 'Hala Mad id' and 'Hala Mad id Junio '! Now a ailable o e e yone, in digi al o ma ! h p://bi .ly/HalaMad idDigi al #YoMeQuedoEnCasa”, which e lec s a necessa y mo e ha he pandemic caused and ecei ed 1.071 Figu e 63 Digi al magazine, announcemen , Sub-code: B anding+ Figu e 64 FIFA 21, eSpo s, Sub-code: B anding+ 99 likes and 106 RTs. Ano he example is he publici y o he EA Spo s FIFA new e sion, FIFA 21 in Figu e 64 (h ps:// wi e .com/ ealmad id/s a us/1273941096469458944), ha ing 3.137 likes and 281 RTs. Digi al In e ac ion To imp o e hei engagemen , Real Mad id decided o en e in o mo e social media pla o ms and opened an accoun on Twi ch a he beginning o he pandemic, on Ma ch 21s , Figu e 65 (h ps:// wi e .com/ ealmad id/s a us/1241409244802551808). The pos ha had 5.768 likes and 667 RTs announced: “#RMFansEnCasa WE HAVE OPENED A CHANNEL IN @Twi ch! We wan o inc ease ou con en 's each in he ace o he excep ional and di icul ci cums ances ha we li e in. We s a ed onigh suppo ing @ma coasensio10 in his pa y o #LaLigaSan ande Challengue. JOIN UP!”. Figu e 65 Mad id opened an accoun on Twi ch; La Liga San ande Challenge Figu e 66 Real Mad id launch i s new accoun on TikTok Real 100 Twi ch is an Ame ican s eaming pla o m, an Amazon b and, c ea ed in 2011 o li e s eaming ideo games, eSpo s compe i ions, music conce s and o he c ea i e con en . Real Mad id debu ed on he pla o m wi h an online cha i y game, La Liga San ande Challenge, and hey we e he angua d. A.C. Milan launched a Twi ch accoun many mon hs la e , in Decembe 2020 (Lega Se ie A, 2020). Exac ly one mon h la e , he club announced hey we e on TikTok, a Chinese social media pla o m whe e use s c ea e and sha e sho ideos, and ha had an eno mous inc ease du ing he lockdowns, eaching 2 billion use s, 800 million o hem ac i e. (Tidy, 2020). Tha shows how one o he wo ld's weal hies oo ball clubs was wo ied abou expanding hei each on social ne wo k se ices and being e e ywhe e is possible o ge ans a en ion and ime. The pos in Figu e 66 (h ps:// wi e .com/ ealmad id/s a us/1252688558508433413) ecei ed 2.839 likes and 205 e wee s. Fan-cen ed In Figu e 68 (h ps:// wi e .com/ ealmad id/s a us/1257024860405915648), he club’s page pos ed a an ideo playing om his balcony. Many ideos o people playing o singing in hei balconies became i al on he in e ne du ing he Co id-19 pandemic. Thus, his pos eached he 6 h mos e wee ed wee on Real Mad id Twi e in he pe iod analysed, ha ing 24.693 likes and 6.972 RTs. Figu e 67 (h ps:// wi e .com/ ealmad id/s a us/1240231473094905856) launched he #RMFansEnCasa, a hash ag used du ing ha pe iod, mainly lockdown, engagemen 3.097 likes, 267 RTs. The hash ag was used 267 imes, s a ing wi h his pos on Ma ch 18 h and ending on June 10 h. Among ini ia i es, hey c ea ed a is ic con es s o ans pa icipa e in using he #RMFansEnCasa, as p esen ed in Figu e 69 (h ps:// wi e .com/ ealmad id/s a us/1242904087227699200), eaching 21.89 likes and 249 RTs. The hash ag #YoMeQuedoEnCasa, he e sion o he amous #S ayA Home o #S ayHome in English, was used 135 imes in he pe iod analysed. 101 Figu e 68 Th owback se ies announcemen Figu e 67 Fan playing Real Mad id an hem Figu e 69 “B ing ou you a is ic side! Rec ea e one o ou bes momen s in any o ma : ideo, d awing, song ... And send i on he LINK be o e e e y Sunday”; Con es 108 B anding The joke o associa ion be ween Lionel Messi's skills and social dis ancing eali y in Figu e 78 (h ps:// wi e .com/FCBa celona/s a us/1259211601959440390) make he pos be he 9 h mos liked (36.273) and he 13 h mos RT (4.802). Figu e 79 (h ps:// wi e .com/FCBa celona/s a us/1259211601959440390), whe e he A gen ine playe appea ed again, highligh his skills wi h he ideo’s desc ip ion “Foo ball isn’ eady” and had e en mo e engagemen , 39.844 likes (6 h posi ion) and 6.203 RTs (5 h posi ion). Figu e 80 (h ps:// wi e .com/FCBa celona/s a us/1236604073090187270) can exempli y o he B anding pos s, whe e he hash ag #OnThisDay was used o emembe a g ea ma ch, and he engagemen was also high: 10 h mos liked (35.721) and 7 h mos RT (5.778). This esou ce was used 92 imes on he Ba celona’s accoun , showing he popula i y o his ype o con en , also p e alen in o he p o iles such as A.C. Milan ha pos ed he hash ag 49 imes, and F.C. Ju en us, 60 imes. Figu e 78 Leonel Messi's abili ies (pho o) Figu e 79 Leonel Messi's abili ies ( ideo), sco ing a goal 109 Again, Lionel Messi’s con en d i ing high engagemen esponse. In Figu e 81 (h ps:// wi e .com/FCBa celona/s a us/1260062514404040709) a 4’18’’ ideo anima ion ells he s o y o Ba celona’s Capi an, one o he bes playe s in he wo ld (Goal, 2020), om his childhood un il his ca ee peak on he club, being he 8 h posi ion on he mos sha e pos s, in a o al o 5.703 RTs and 20.776 likes. Rega ding he S ay a Home a hle es ac i i y, on Ma ch 15 h, hey also sha ed a pos (h ps:// wi e .com/FCBa celona/s a us/1239182142804025344) on how he playe s will be connec ed wi h hei coaches and con inue o ollow he nu i ion guidelines. Mo eo e , Ansu Fa i (@ANSUFATI) quo e suppo ing people o s ay a home illus a ed he playe a home playing an eSpo s game. A Ba celona, he playe s played a game called Mys e y Box: in he 4 h episode o he se ies Culle s a Home (h ps:// wi e .com/FCBa celona/s a us/1240238335098081280) when games we e suspended, Ba celona sha ed pos s ega ding he pi ch, such as his example o Ba celona s Napoli, and hey made a ideo wi h he bes goals agains he I alian eam on he day hey should be playing Figu e 80 His o y, Memo y Figu e 81 Anima ion, sponso ed. Sub-label: B and+Sponso 110 oge he , on Ma ch 18 h (h ps:// wi e .com/FCBa celona/s a us/1240240875365707776). Ano he challenge some eams did online o emembe he clubs’ good momen s (e.g., ic o y celeb a ion), was he #OpenDoo Challenge (h ps:// wi e .com/FCBa celona/s a us/1249321628137381890). Digi al In e ac ion Ba celona F.C. c ea ed much digi al in e ac ion h ough ini ia i es named “Cule s A Home” he “Ba ça Games” pos s. He e, he picked-up showed ha Ba celona, like Real Mad id, signs in new social applica ions, in his case, a messenge one, o c ea e a communi y and a s aigh e way o communica e wi h ans. The news, Figu e 82 (h ps:// wi e .com/FCBa celona/s a us/1251553597881540608), did no p o oke an exp essi e eac ion, ha ing a low engagemen o 802 likes and 54 RTs. Ano he ou pos s we e sha ed wi h he link in i ing people o join Ba celona’s Vibe communi y. Figu e 83 (h ps:// wi e .com/FCBa celona/s a us/1249352490912550916) was an exci ing Quiz in which Ba celona c ea ed wo oppo uni ies: i s was o ge an upda e mailing lis wi h ans and gene a e leads since you had o login Ba ça+ o pa icipa e. The second one was he ma e ial he answe s could Figu e 82 C ea ion o he Vibe Communi y Figu e 83 Con es , leads, Ba ça Websi e 111 o e : know mo e abou hei audience. They asked o peoples’ p e e ence in music, spo s e c., in o de o e el he es esul – a e y disc ee way o ge ans o habi in o ma ion. Fan-cen ed In he example o Figu e 84 (h ps:// wi e .com/FCBa celona/s a us/1239130198987157504), 5.652 likes and 425 RTs, he clubs launch he #Clus e A Home, used 107 imes, ep esen ing a kind o a qua an ine a se ies ega ding no jus he playe s a home, bu also he in e ac ion wi h ans. E en i i did no equi e an pa icipa ion, he i s pos was classi ied as Fan-cen ed because he goal was o c ea e con en o boos in e ac ion and encou age an engagemen . Be o e #Cule sA Home launch on Ma ch 14 h, Ba celona pos ed o he i s ime a ideo o he playe Chilean A u o Vidal playing baske ball a home. The ollowing day, hey pos ed he goalkeepe Ma c e S egen aining o pos a compila ion o ideos showing playe s a home, whe he aining o sending a Figu e 85 Cule s A Home #1 Figu e 84 Cule s A Home hash ag launch 112 suppo message. The hash ag hen opens space o he club o sha e daily ac i i y and allows ans o be pa o Ba celona’s Twi e challenges. E e y day om Ma ch 15 h, i has a special Cule s A Home edi ion o in e ac di ec ly wi h ans. A e he welcoming announcemen , he i s one was he a ou i e Ba ça ideos on You ube, Figu e 85 (h ps:// wi e .com/FCBa celona/s a us/1239158086234931201), eaching 2.633 likes and 205 RTs). Besides, he las #Cule sA Home pos was on May 23 d, saying “Thank you” wi h ano he compila ion o pho os and one ideo sen by he ans, ending pos s o ha campaign. The o he example is a hand-made Lionel Messi’s ca ica u e. The con en sha ed is all he c ea ion p ocess ilmed un il he esul . The pos had 27.464 likes and 4.949 RTs, Figu e 86 (h ps:// wi e .com/ cba celona/s a us/1248242992894246912). Mo eo e , he a wo k design in Figu e 87 (h ps:// wi e .com/FCBa celona/s a us/1269985078593163265), 1.097 likes; 133 RTs, in i e ans o pa icipa e, c ea e and o e. The esul s we e sha ed on 11 h June. Figu e 86 A wo k (colou he pic u e) Figu e 87 Fan A 113 O icial Announcemen Bo h O icial Announcemen examples we e he mos liked among he sample collec ed and classi ied in his label. Figu e 88 (h ps:// wi e .com/FCBa celona/s a us/1237316189292056577) announcing he nex ma ches o be played behind closed doo s achie ed 12.762 likes and 2.024 RTs. Figu e 89 (h ps:// wi e .com/FCBa celona/s a us/1238421282477268993) published on 13 h Ma ch, he day UEFA suspended hei ac i i ies and o he many clubs like Ba celona. The in o ma ion ecei ed 10.640 likes and 1.223 RTs. Social Commi men Figu e 90 (h ps:// wi e .com/FCBa celona/s a us/1238847696749973504), whe e Lionel Messi appea s wi h his kids, encou ages people o s ay home was he mos liked wee among he sample wee s labelled Social Commi men . The numbe s o eac ion we e: 38.183 likes and 3.712 RTs. The second wi h he highes engagemen ega ding his ca ego y was he pos published on May 31s whe e he b and mani es s agains acism and disc imina ion. The pos in Figu e 91 (h ps:// wi e .com/FCBa celona/s a us/1267102242081050625) ecei ed 34.952 likes, and as he 3 d mos e wee ed, i was sha ed 7.494 imes. Figu e 89 Co id-19, Suspended ac i i ies Figu e 88 Closed doo s, Co id-19, News 114 The club also mani es ed hei condolences o Pep Gua diola when his mo he passed away, sha ing he Manches e Ci y pos , and many ans eac in solida i y. I was a e y g ea suppo i e wee . Ano he pos aimed o suppo people was sha ed wi h no ex , excep h ee emo icons: wo hea s in ed and blue, and one house asking people o s ay home. I was pos ed on he day UEFA, Ba celona, and o he eams suspended hei ac i i ies. Figu e 90 Suppo , S ay a Home, Playe es imony Figu e 91 Ba celona agains acism 115 The e is also wo addi ional con en o highligh . One is Figu e 92 (h ps:// wi e .com/FCBa celona/s a us/1250272978220154880), 5.205 likes and 743 RTs, in which he mo i a ional ideo i led “#S ongToge he ” wi h a message o s eng h o he popula ion, ans and heal h ca e p o essionals being applause. Beyond he ci y's images, he e a e Ba celona ans ideos, playe s and a is s saying posi i e messages. Fu he mo e, Figu e 93 (h ps:// wi e .com/FCBa celona/s a us/1250539831454846976), 1.677 likes and 91 RTs, he i s o a se ies o pos s whe e heal h p o essionals and o he essen ial se ice wo ke s ecei ed space o ell abou hei s o ies. 6.2 G oup 2 On G oup 2, he likes ampli ude goes om he highes poin 639 on he 11 h week on Manches e Uni ed esul , o he lowes 69 on he 15 h week acco ding o Pa is Sain -Ge main s a is ics, G aphic 28. On he o he hand, ega ding he e wee s on G aphic 29, Pa is Sain -Ge main eached on he 11 h week he peak wi h 115 RTs o each 1 million ollowe s, he highes numbe s o sha es pe million ollowe s. And Baye n München had he lowes esul on he 18 h week, ha ing 18 RTs o each 1 million ollowe s. Figu e 92 Solida i y Figu e 93 Essencial se ices p o essionals 116 G aphic 28 E olu ion pe week o he an engagemen pe o mance on G oup 2 clubs’ Twi e p o ile du ing he i s ou mon hs o he Co id-19 pandemic measu ed in likes a e age pe million ollowe s G aphic 29 E olu ion pe week o he an engagemen pe o mance on G oup 2 clubs’ Twi e p o ile du ing he i s ou mon hs o he Co id-19 pandemic measu ed in e wee a e age pe million ollowe s 117 The clubs analysed in he second pa o he esea ch, such as Manches e Uni ed, Li e pool FC, Pa is Sain -Ge main and FC Baye n München, had a small sample and ocused mo e on keywo ds Co id-19, online games, cha i y, ac i ism, and an pa icipa ion. Acco ding o he label, he g aphic wi h he pos s dis ibu ions is no use ul o analysis since he majo i y numbe o pos s was ca ego ised as Social Commi men , Fan-cen ed o Digi al In e ac ion . Howe e , since some wee s o he o he labels we e collec ed du ing he keywo ds esea ch, he a e age by he numbe o in e ac ions pe pos was s ill calcula ed, picking up he labels wi h a leas i e samples. 6.2.1 Manches e Uni ed F.C. The Manches e Uni ed F.C. pe o mance in likes and e wee s is speci ied in he G aphics 30 and 31. Manches e Uni ed F.C. was he i h club o be analysed in he esea ch (h ps:// wi e .com/ManU d), he hi d club wi h he mos suppo e s in he wo ld (Chaudha y, 2020), and mos suppo ed in England (Table 1). Because G oup 2 was mo e ocused on in es iga ing he Fan-cen ed and Social Commi men ela ed-con en , and he collec ion was guided by he keywo d lis (Appendix 3), ewe wee s we e collec ed o he analysis. In o al, i was 73 wee s collec ed, i e excluded o being e wee s, emaining 68 dis ibu ed acco ding o G aphic 32. Ma chday and New No mal o ha ing less han i e wee s collec ed we e no pa o he analysis compa ison. G aphic 33 and 34 show he a e age in likes and e wee s he labels had pe wee in ha ca ego y. G aphic 30 Manches e Uni ed F.C. likes a e age/million use s G aphic 31 Manches e Uni ed F.C. e wee s a e age/million use s 124 Figu e 105 Rewind se ies. Fans pa icipa ed o ing Figu e 106 A Challenge Figu e 104 Fans' pa icipa ion ( o ing) Ma ch 125 O icial Announcemen Examples o o icial announcemen s we e he pos poned ma ches a e he P emie League p onuncia ion, Figu e 107 (h ps:// wi e .com/ManU d/s a us/1238424519024541698), 16.660 likes and 4.390 RTs; and he inancial a angemen s ega ding he icke s sales o cancelled ma ches, on Figu e 108 (h ps:// wi e .com/ManU d/s a us/1243496082178523136); 3.306 likes; 252 RTs). Social Commi men “Dona e you wo ds”, Figu e 109 (h ps:// wi e .com/ManU d/s a us/1239584346366976000), had 5.159 likes and 618 RTs, was an ini ia i e in pa ne ship wi h ano he b and o encou age people o speak wi h olde people, dona ing hei wo ds. The campaign was idealised and eco ded be o e he pandemic; howe e , i was sha ed in an empa he ic momen o i s opic. Figu e 110, which eached 14.424 likes and 2.565 RTs (h ps:// wi e .com/ManU d/s a us/1243175874540834817), shows du ing he one-minu e ideo, Manches e Ci y playe s a e shown washing hei hands o gi e an example. Figu e 108 Ticke s a angemen s Figu e 107 Pos poned announcemen 126 Figu e 111 Gi en suppo o NHS p o essionals Figu e 109 Dona e you wo ds, in pa ne ship wi h Cadbu y UK Figu e 112 Honou o Na ional Heal h Se ice Figu e 110 Washing hands 127 In Figu e 111 (h ps:// wi e .com/ManU d/s a us/1248185710651355141), wi h 7.604 likes and 1.220 RTs, and 112 (h ps:// wi e .com/ManU d/s a us/1250861517286764544), 10.093 likes and 1.582 RTs, he club did some ibu e o he heal h p o essionals. In he i s one, hey announced he dona ion o o e 3,500 Manches e Uni ed gi s o Na ional Heal h Se ice s a , and in he second one, hey li up he le e s ha o m N-H-S on Old T a o d, he Manches e Uni ed home. Figu e 113 (h ps:// wi e .com/manu d/s a us/1266671946240086016), which had 10.093 likes and 1.582 RTs, a e y di e en campaign he club c ea ed d aw p izes o hose who dona e and help he campaign (5 p izes would be d awn). The club posi ioned agains acism in Figu e 114 (h ps:// wi e .com/ManU d/s a us/1267493651518717952). Tha pos was he 3 d mos sha ed (15.986 RTs) and he 5 h mos liked (63.731). Figu e 113 Fund aising a le Figu e 114 Uni ed agains acism 128 6.2.2 Li e pool F.C. The Li e pool F.C. pe o mance in likes and e wee s is speci ied in he G aphics 35 and 36. Li e pool F.C. was he six h club o be analysed in he esea ch (h ps:// wi e .com/LFC), he six h mos suppo ed club globally (Chaudha y, 2020). The numbe o collec ed wee s, s ill guided by he keywo d lis (Appendix 3), we e 48, bu dele ing one e wee , emained 47 wee s o be analysed. They we e dis ibu ed acco ding o G aphic 37. Labels wi h less han i e wee s collec ed, such as C oss-sec o and O icial Announcemen , we e no pa o he analysis compa ison. This English club had an excep ional esponse o he Social Commi men con en , he highes ca ego y in he likes (12.505) and e wee s (2.330) a e age among he labels analysed. They also had an excellen engagemen wi h he Digi al In e ac ion , which had he second-bes pe o mance (likes a e age = 9.435; e wee s a e age = 1.296), which no o he club had ega ding his label, he Li e pool di e ed om o he s in he s a egy applied o his con en . In he sequence was B anding (likes a e age = 7.104; e wee s a e age = 825); O icial Announcemen (likes a e age = 6.097; e wee s a e age = 775); and Fan-cen ed (likes a e age = 1.915; e wee s a e age = 218). G aphic 38 and 39 show he a e age in likes and e wee s he labels had pe wee in ha ca ego y. G aphic 36 Li e pool F.C. e wee s a e age/million use s G aphic 35 Li e pool F.C. likes a e age/million use s 129 G aphic 37 Li e pool F.C. wee s sample collec ed om Ma ch o June classi ied by labels G aphic 38 Likes a e age g aphic o Li e pool F.C. Twi e om Ma ch o June classi ied by labels G aphic 39 Re wee s a e age g aphic o Li e pool F.C. Twi e om Ma ch o June classi ied by labels 11 1 5 2 6 6 16 @LFC pos s sample dis ibu ed by label B anding C oss-Sec o Fan-cen ed New No mal O icial Announcemen Digi al In e ac ion Social Commi men 7.104,27 1.915,20 6.097,00 9.435,67 12.505,19 - 2.000,00 4.000,00 6.000,00 8.000,00 10.000,00 12.000,00 14.000,00 Like A e age @LFC likes a e age (Ma ch - June) B anding Fan-cen ed O icial Announcemen Digi al In e ac ion Social Commi men 825,18 218,00 775,50 1.296,00 2.330,00 - 500,00 1.000,00 1.500,00 2.000,00 2.500,00 RT A e age @LFC e wee s a e age (Ma ch - June) B anding Fan-cen ed O icial Announcemen Digi al In e ac ion Social Commi men 130 6.2.2.1 Con en examples To al o wee s pos ed on he pe iod analysed ( om Ma ch 2nd o June 28 h): 1.089. Top wee s Since Li e pool won he P emie League in England, hey had a an engagemen peak on ha occasion, which hinde s he compa ison o his pe iod engagemen wi h o he s. I would also be a bi a y o use he las week esul s o compose an a e age engagemen pe o mance du ing Co id-19, so we exclude las week o analysis in he g aphical analysis wi h all clubs and G oup 2. F om he en mos -liked wee s, nine is ela ed o he ic o y in he P emie League. Besides, om he en mos RT, eigh we e ela ed o he ic o y. Consequen ly, he mos liked and e wee ed pos s we e announcing and celeb a ing he ic o y in he i s place in Figu e 115 (h ps:// wi e .com/LFC/s a us/1276261398608314368), ecei ing 480.385 likes and 197.847 sha es. The second wi h 274.534 likes and 109.891 RTs was Figu e 116 (h ps:// wi e .com/LFC/s a us/1276262474870861826). Be ween he en mos -liked and RTs, he only pos s no ela ed o he ic o y we e he epos om Manches e Uni ed’s page ega ding he English playe Ma cus Rash o d ini ia i e, on Figu e 117 (h ps:// wi e .com/LFC/s a us/1272901852070400002), 166.701 likes and 24.695 RTs, he hi d o ha e mo e engagemen . The memo y o ic ims om he Hillsbo ough disas e , he wo s o an acciden o English’s oo ball, go 18.579 RTs and 67.574, Figu e 118 (h ps:// wi e .com/LFC/s a us/1250197505633107970). 131 Figu e 117 Manches e Uni ed pos e wee ed Figu e 116 P emie league champions celeb a ion Figu e 115 P emie League champions announcemen Figu e 118 T ibu e o Hillsbo ough disas e ic ims 132 B anding On B anding, Li e pool F.C. also pos ed he club’s a hle es aining ac i i ies a home, as on Figu e 119 (h ps:// wi e .com/l c/s a us/1247548185075019776), 5.467 likes and 331 RTs. Mo eo e , while people we e s aying a home and suppo ing i , hey pos ed a s adium pho o wi h he legend “ou home”, Figu e 120 (h ps:// wi e .com/l c/s a us/1258093420221919233), 25.186 likes and 3.055 RTs. O he clubs did ha , such as Ju en us F.C. and Real Mad id, o example. The pun wi h he wo d and he cu en si ua ion gene a ed engagemen and was a c ea i e esou ce used, like he Dis an bu Uni ed, used by many b ands, as he A.C. Milan example. Digi al In e ac ion On Ma ch 23 d, Figu e 121 (h ps:// wi e .com/l c/s a us/1242029300389421059), 3.831 likes and 332 RTs, he club launched a o ma ches o he P emie League campaign 19/20 b oadcas ed on hei on-demand p oduc (LFCTV+ Go), The LFC Replayed se ies. Figu e 122 Figu e 119 A hle es aining a home Figu e 120 A pic u e o he s adium as hei "home" 133 (h ps:// wi e .com/l c/s a us/1258441467388760064), 6.067 likes and 641 RTs, is an example o B anding+, which he club was p omo ing a new FIFA 20 home ki o ans who ha e o acqui e he game. Fan-cen ed To in e ac wi h ans, Li e pool launched he #LFCHomeGoals, Figu e 123 (h ps:// wi e .com/LFC/s a us/1248619031193501702), 2.224 likes and 258 RTs, whe e a playe simula es a amous goal o mo e, and he ans a e in i ed o y i a home and send hei ideos. The same playe hen selec s he bes ones, and he club publishes hem on hei page 9 . Then, on May 17 h, in pa ne ship wi h he mul ina ional insu ance AXA, hey launch a new se ies in which playe s gi e ans ad ice h ough he hash ag #KnowYouCan and ans can pa icipa e by pos ing hei ideos shown in Figu e 124 (h ps:// wi e .com/l c/s a us/1261960652467384322), 1.647 likes and 198 RTs. The se ies had six episodes in o al, and i was pos ed du ing May and June. 9 The example o he bes ideos selec ed on he i s challenge (Figu e 123): h ps:// wi e .com/l c/s a us/1251774495125315586 Figu e 121 Th owback se ies Figu e 122 FIFA20 upda e, Sub-label: B anding+