Impact of Social Media on Ticket Sales in EPL and Wimbledon

This research analyzes the impact of social media on ticket sales in English Premier League and Wimbledon. It focuses on the secondary data collected and analyses it to understand the importance of the usage of the different data in the understanding of the involvement of the fans in increasing ticket sales.

Running head: IMPACT OF SOCIAL MEDIA ON TICKET SALES
Impact of Social Media on Ticket Sales
Name of the Student
Name of the University
Author Note

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Acknowledgement
I am extremely grateful to all the individuals who have been a constant support to continue my
research based on Impact of Social Media on Ticket Sales in English Premier League and
Wimbledon. I am obliged to my friends and family who have helped me through the research. I
am also thankful to Prof. ___________________________ who has made the topic easy
understandable and helped through the research. I want to give my heartfelt gratitude to
___________________________ library. Hence, completing the research has been a pleasurable
experience.
Thank You,
____________________

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Abstract
Fan engagement has been one of the major parts of involving the fans in the daily lives of the
players they admire and the lives of the teams or the players they support. The fan engagement
helps them to identify with the game better and get involved in the different interactive activities.
The research focusses on the secondary data collected and analyses it to understand the
importance of the usage of the different data in the understanding of the involvement of the fans
in increasing ticket sales in Wimbledon and English Premier League. The importance of the
social media activation in the improvement of the fan engagement. The fan engagement
increases loyalty improving the ticket sales of the game in most cases.

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Table of Contents
1. Introduction..............................................................................................................................6
1.1 Background of the Study.......................................................................................................6
1.2 Problem Statement.................................................................................................................7
1.3 Research Question.................................................................................................................7
1.4 Research Aims.......................................................................................................................8
1.5 Research Objectives...............................................................................................................8
1.6 Rationale................................................................................................................................8
1.7 Structure.................................................................................................................................8
2. Literature Review:.................................................................................................................10
2.1 Fan Engagement and Sales..................................................................................................10
2.2 Social Media and Fan Engegement.....................................................................................12
2.3 Fan Engagement and Economics.........................................................................................13
2.4 Fan Engagement and Brand Control....................................................................................15
2.5 Communication Fan Engagement and Sales.......................................................................19
3. Research Methodology..........................................................................................................22
3.1 Method Outline....................................................................................................................22
3.2 Research Onion....................................................................................................................22
3.3 Research Philosophy............................................................................................................23
3.3.1 Justification of the Philosophy......................................................................................24

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3.4 Research Approach..............................................................................................................24
3.4.1 Justification of Approach..............................................................................................24
3.5 Research Design..................................................................................................................25
3.5.1 Justification of Chosen Design.....................................................................................25
3.6 Data Collection Procedure...................................................................................................25
3.6.1 Data Source Techniques: Secondary Data....................................................................25
3.7 Population and Sample........................................................................................................26
3.8 Ethical Consideration...........................................................................................................26
Research Limitations.................................................................................................................27
3.9 Time Horizon.......................................................................................................................28
4. Findings and Discussion........................................................................................................29
5. Conclusion.............................................................................................................................34
5.1 Linking with objectives.......................................................................................................34
5.1.1 To investigate the use of social media in engaging with customers.............................34
5.1.2 The effect of the different social media usage patterns on ticket sales.........................35
5.1.3 To understand the social media usage patterns in sale.................................................35
5.2 Areas of Further Research...................................................................................................36
Reflective Statement..................................................................................................................36
References......................................................................................................................................39

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1. Introduction
The usage of the internet has increased in the society over time and gradually with the
improvement of internet penetration in the society it has become increasingly important for the
different operations running in the society to use it for the mass out reach. The introduction of
the social media has made it important for the different industries and the businesses around the
world to have a different approach to reach out to the youth in the society which are mostly
active on the social media. In this research the different impacts of the social media on the sports
of football and lawn tennis based on the events of Premier League and Wimbledon. The effect of
Social media on the different factors relating to the different major events helps in the
understanding of the need of the social media and the internet penetration on the different
sporting events, their reach and their acceptance in the audience.
1.1 Background of the Study
As shown by Meng, Stavros and Westberg (2015), the engagement of the different fans
through the social media has a great effect on the team identity of the fans therefore helping the
teams develop and control a fan base which helps the team in a number of way. One of the major
aspects depending on the fan base is the sponsorships that the teams get. The larger fan bases
attract larger sponsors. The engagement of the fans through social medias helps the fans relate to
the different teams and the athletes of their choice mostly ensuring that the fans get to know the
team more and relate to them more. The involvement of the different strategies helps in the
involvement of the different aspects related to the engagement of the fans for the positive
reinforcement of the players and the improving the performance of the athletes as well. As
shown by Delia and Armstrong (2015), the social media activation of the fans and the relative

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attention to the athletes of their choice helps in garnering the attention of the sponsors who aim
the audience and the fans with a view of garnering attention for the players for a long time and
thus building their own consumer base. The relative study of the effect of the social media on the
Primer League and the Wimbledon will help in understanding and the relative reference of the
different problems faced and the motives of the activation in the social media engagement.
1.2 Problem Statement
As shown by McCarthy et al. (2014) the engagement of the different client through social
media and increasing the internet traffic helps in the creasing of the consumer interaction and
engagement by increasing the site visit by the fans which helps in increment of revenue for the
site. On the other hand the social sites help in creating a sense of the relative engagement
between the fans and the different athletes of their choice. The major relative effect that the
social media activation has on the sport and the fan engagement helps in the achievement of the
overall team goals. The issues that may be faced by the different individual players the team that
is involved in the social media is the effect that it has on the psyche of the player. The feedback
from the different fan pages often affect sales of the different events on the games. The EPL is a
yearlong event and there is relative limited fan base of both the games. The Wimbledon is the
time limited event and it may gain prominence due to aggressive advertising and relative
favoritism due to exclusiveness. It is analyzed how the social media and the fan base activities
affect the sales of Wimbledon and EPL.
1.3 Research Question
The research question helps in understanding the topic to be researched.
RQ: What is the effect of the social media on the ticket sales in Wimbledon and EPL?

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1.4 Research Aims
AIM: To compare the social media effect on the English Premier League and Wimbledon ticket
sales.
1.5 Research Objectives
The objectives of the research are:
 To investigate the use of social media in engaging with customers.
 The effect of the different social media usage patterns on ticket sales
 To understand the social media usage patterns in sale.
1.6 Rationale
The research rationale takes into account the different causes of conducting the research
and its further justifications. There are a number of different issues affecting the sales and there
has been a number of researches on the importance of fan engagement on increasing the overall
market value of the team and the effect of it on the different sponsors but the effect of the social
media on the engagement of the fans to take part in the different event is and area open for
research. The research will help in gaining important insights into the various aspects of the
social media usage for the fan engagement and the effect of it on the ticket sales and what
positive or negative effects the have on it.
1.7 Structure
The structure of the research helps in understanding the important topics that are to be
covered in the research to be structured and understandable.

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 Introduction: The introduction of the topic focusses on getting the general idea of the
topic of research. The basic idea of the background of the research along with the
questions to be delved on for better understanding are presented here.
 Literature Review: It includes the important literature and the previous researches that
have been done on the topic of research. It is also the topic under which all the relevant
and valid secondary data related to research are reviewed.
 Research Methodology: The research methodology focuses on the different research
methods that are to be used in the analysis and the collection of data to come to
conclusion.
 Data Analysis and Interpretations: In this chapter all the data collected are analyzed on
the basis of the different methodologies selected to come to a justified result.
 Conclusion: The conclusion focusses on getting the overall information and the result
and correlate them with relevance to the topic. It takes the justified results and points out
the limitations in the research. It also shows what areas the further researches can focus
on.

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2. Literature Review:
The literature review takes into account a number of important data in the analysis of the
different sections related to the topic of research. In this literature review the various sections
showing the understanding of the sections of the knowledge of the society relating to the
paradigm of the research. One of the important aspects researched in the topic explored the
theme of fan engagement and the role it plays in the overall implementation of the different
strategies in the balance of fan engagement and social management affecting the ticket sales of
Wimbledon and EPL. The different theories to be accounted for in the overall implication
regarding the scenarios affecting the ticket sales and the engagements of the fans in affecting the
ticket sales in Wimbledon.
2.1 Fan Engagement and Sales
According to Hickman (2015), the fan engagement and the fan’s purchase intentions have
an important role to play in the data assessment by the different sponsors in the organizations.
The use of this data and the overall implication of it in the usage of the data in the sectors
relating to the overall buying power in the organization. Few of the aspects affecting the overall
fan engagement and the overall use of the sponsorship measure for the inclusion of the fans in
the target market analysis helps in the teams getting proper sponsors for themselves. The
sponsorship is a major problem for the overall discussion in the analysis of the themes of the
sales in the different aspects of the sports engagement among the different organization. One of
the most important aspect related to the fan engagement in the different situations related to the
different scenarios. Mindfulness and buy aims have both developed as two of the most
considered parts of support dispatch inclusion because of their undeniable significance to the

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supporting firm. Truth be told, deals/buy plan was the most indispensable sponsorship
assessment hone recorded by business administrators effectively associated with sponsorship
choices. The sponsorship assessment practices of professionals nearly parallels the writing as a
few research plans have tried to decide the probability of expanded commercial center help of
patrons by fans of the supported group or occasion.
According to Smith, Graetz and Westerbeek (2008), energetic supporters have essentially
higher buy aims, both specifically and altogether. The roundabout impact emerges essentially on
the grounds that enthusiastic supporters have fundamentally higher respect for support
respectability. Positive supporters are additionally more inclined to utilize and buy the support's
items, albeit just the aggregate impact is factually huge. For this situation, the backhanded
impact emerges both as a result of a positive connection with support trustworthiness and
through expanded openness to the support's item. Conversely, visit coordinate participation has
no huge effect on buy aims. In correlation with group bolster, support trustworthiness is a much
more imperative determinant of procurement aims and the absolute most essential impact in
general. Its immediate impact is in excess of three times bigger than the impact of energetic help
and its aggregate impact is twice as huge. The circuitous impact emerges from a generous
connection between support honesty and support responsiveness. Socio-statistic factors, term of
club enrollment and match participation all impacts affect buyer aims. Rather, the key
determinants of procurement expectation are support trustworthiness, support responsiveness and
group bolster. The mentality towards supports is communicated in support responsiveness and
respondents report a direct transparency towards getting data about backers, and feel that there is
a sensible fit between the patrons and the group. The level to which support and the supported
element fit together, the level of apparent support truthfulness, and consequently the level of

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uplifting state of mind toward the support, are basic in conveying positive buyer reactions to the
sponsorship affiliation. Thusly, group bolster impacts upon support responsiveness and
straightforwardly on buy expectations.
2.2 Social Media and Fan Engegement
According to Harris and Ogbonna (2008), Games studies have over and over asserted that
connections between sports fans and clubs or groups display social qualities. In any case,
examinations of social investigations have proposed that relatively few of the qualities of
effective business-to-business connections are appropriate to business-to-shopper settings,
however it has been recommended that long haul connections amongst clients and firms ought to
be close and described by put stock in, duty, and commonality. In any case, it has been
contended that such attributes are probably going to be uncommon in many business-to-customer
connections. Numerous fans portray their social ties with clubs as exuding from shared
communication and an acknowledgment of reliance amongst them and the club. Driven to some
extent by administration medicines and to a limited extent by an affirmation of the significance
of fans as customers. Fans normally trust that they have a cozy association with their club. From
the fans' point of view, the closeness amongst fan and club is most plainly showed in the degree
to which issues for the club emotionally affect the fan. Numerous fans related a level of
closeness with their clubs that surpassed what can be credited to some other association or item.
Numerous fans additionally portrayed their connections with the club regarding trust. In spite of
the way that talk is shown in the composition as being critical to trust age, in the present setting
trade emits an impression of being less fundamental as fans deliver their trust of the clubs from a
variety of sources. These range from fans' perspective of the idea of the principle agreeable
individuals and the youthful gathering in the club to their trust in the limit and reliability of the

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director, "held recess" staff, and even the proprietors of the club. , innumerable fans ascended as
being centered around their clubs yet insufficient with respect to any level of closeness or
closeness. This class of fans, best delineated as rocker supporters, ascended in the midst of
examination and joins supporters who depict themselves as fans of a particular gathering and
who are enthused about survey coordinates on TV yet have never gone to the club, watched a
live match, or particularly connected with the club in any way.
2.3 Fan Engagement and Economics
According to Ratten and Ratten (2011), Teams all around produce a great many dollars in
ticket deals and authority stock and quite a bit of this originates from the brand. Proficient games
groups are the most noticeable case of game as an attractive item. Corporate social duty includes
organizations acquiring an obligation to society past money related returns. In the game setting,
corporate social obligation is progressively getting to be critical in molding business, financial,
political, ecological and social approaches in the worldwide commercial center. Corporate social
duty is essential in the worldwide business condition however it has just as of late been talked
about with proficient games groups. A wide range of associations engaged with don whether
they are for‐profit or not‐for‐profit have an obligation to act decidedly that improves general
social welfare. Numerous associations in the universal condition have the additional impetus of
helping creating nations with their social arrangements and a way that rises above dialect and
social boundaries is brandish. Associations in this way need to connect with their partners and
group keeping in mind the end goal to encourage social change. Internationalization of the
worldwide economy has implied that numerous game advertisers now look to the worldwide
market rather than one area in their promoting endeavors. Inventive universal promoting
methods give an approach to help wear and in the meantime improving an organization's picture.

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Mechanical developments have supported entrepreneurial practices and the utilization of better
items and administrations. What's more, intelligent advertising approaches that support
development, chance taking and proactive conduct of business visionaries urges clever plans to
thrive. Games advertisers are using globally intelligent showcasing mediums to interface with
purchasers continuously. PDAs, iPads and iPhones have empowered individuals to watch wear
amusements intuitively and this has been energized through person to person communication
destinations. Mechanical imaginative media made conceivable by Web 2.0 has empowered
showcasing to be more intuitive and socially mind boggling. Sport‐based business was examined
that featured the numerous universal donning tries that both novice and expert games
associations are engaged with. More research should center on contextual investigations of
games business visionaries and how they have internationalized. Moreover, longitudinal
investigations of the advancement procedure that made these universal game business people
fruitful would see the functional ramifications of beginning and keeping up a sport‐related
worldwide business wander. The part of marking in universal game was analyzed that lit up how
vital notoriety and picture is in the global commercial center.
As pointed out by Delia and Armstrong (2015), online networking permits support
organizations the chance to check talk of the support because of as well as in conjunction with
the wearing occasion. As researchers and industry experts keep on endeavoring to comprehend
shopper view of sponsorship, web-based social networking is an extra apparatus accessible in
endeavoring to meet these finishes. The thought of following patron notices by means of Twitter
amid the French Open, while moderately novel in the sponsorship writing, isn't completely
special. For instance, following of backers amid the 2014 Federation Internationale de Football
Association (FIFA) World Cup found that Adidas got in excess of one million says on Twitter,

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with the greater part a million tweets including the organization's "#allin" limited time hashtag
(Ruvolo, 2014). Along these lines, the measure of buzz encompassing backer organizations
created through web-based social networking "demonstrate the scale and substance of
relationship between a support and an occasion and would thus be able to show the achievement
or generally of the sponsorship" (Meenaghan et al., 2013, p. 452). The degree to which support
related tweets may fluctuate as far as positive or negative say in view of practical fit may add to
the support sponsee compatibility impacts discoveries in the game. While researchers have
analyzed the adequacy of sponsorship attempts by means of study, no endeavors have been made
to check sponsorship viability by means of long range interpersonal communication locales. As a
quickly developing medium for buyer movement and communication, online networking offers
researchers and experts the chance to screen brandish sponsorship continuously, as game fans
encounter the occasion. Web-based social networking stages, for example, Twitter can manage
the cost of the chance to evaluate buzz, slant, and commitment among clients because of an
organization between a support organization and brandishing occasion. Considering (absence of)
buzz and slant via web-based networking media produced by sponsorship battles, it appears to be
important to comprehend the degree to which support organizations look to animate such
"exchange" through sponsorship exercises.
2.4 Fan Engagement and Brand Control
According to McCarthy et al. (2014), anxiety concerning control of the brand in online
long range interpersonal communication may well be grounded without accomplishment that
football clubs have had as of now in attracting with or despite understanding their fans through
cutting edge implies. For example, interviewees declared that a nonattendance of systems fuse
and data warehousing adds to a confined point of view of customer direct and an isolated method

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to manage relationship advancing exchanges. Gathering of web based systems administration
was emphatically defeated incidentally and by held conviction at club level, that online
interpersonal interaction is a "common mold" or "temporary pattern", and some related
attentiveness concerning the figures and life expectancy of electronic person to person
communication stages, for instance, Facebook and Twitter. The key subject related to the
achievement of business benefits through web based systems administration. Essentially the
usage of electronic person to person communication was seen as a driver of action to the official
site which is monetized through advancing pay and offers of business things, for instance, online
player TV, ticketing and stock. This approach is in any occasion midway as a result of the club's
need to pull in and hold greater development to the official site, which in like manner has comes
about to the extent chance cost with respect to globalized football. The route to this was believed
to be the engaging of responsibility proactively, rather than basically responding to trade or
duplicating existing expert site content. Clubs believe this would overcome the imperatives of
their present nonexclusive 'push' correspondence, regardless of the nonappearance of engaged
and appropriate trades. It was suggested that internet organizing offered consistent customer
understanding, engaging further developed relationship promoting development. Clubs are up 'til
now thinking about the issue of control over their picture. Given the centrality of brand esteem, it
is likely that various distinctive affiliations will ponder the issue of achieving consistency in
check messages and identity when others are locked in to analyze their picture. , in the online
long range interpersonal communication period in which both 'customers' and 'affiliations' co-
influence meaning the ordinary refinement between stamp picture and brand to character is
raised uncertainty about. Moreover, it may end up being continuously difficult to isolate between
stamp correspondences, publicizing and brand evaluation, as customers express their

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qualification to both progress and denounce a brand through coordinates in which they can reach,
in a couple of cases immense and general social events of individuals.
According to Meng, Stavros and Westberg (2015), the identification of the individuals
with the different sports that they play helps in the understanding the implications of the fan
engagement theories around the world. One of the major aspects taken into account about the
aspects relating to different situational scenarios in the fan engagement theories relating to the
various aspects of engagement of the fans using the social media in the present context. The
various situational scenarios that are taken into account relating to the perspectives of the fan’s
opinions about the teams they support. The report also shows an increasing trend in the usage of
the different social sites by the different teams. The increase in the usage of the social media
show that the teams and the management recognize the importance of the fan engagement and
the usage of the social media as a tool to engage the people in involvement among the social
media sectors around the world. The engagement of the fans in this perspective helps in the
involvement of the various sectors relating to the issues relating to the situational aspects that can
be involved in the interaction of the fans and encourage them to be the audience of the matches
helping in the ticket sales.
According to Pronschinske, Groza and Walker (2012), the change in the usage patterns of
Facebook for communication has caused a major change in the paradigm of communication
between the different people who choose the site for the communication between themselves. In
the recent past the different sports teams have chosen to exploit this communication channel for
reaching out to the fans better and engaging them in a useful partnership with the team. The
different individuals identify with their teams in a number of ways and the engagement in the
various social sites play an important role in it. In the current scenario the organization helps in

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the development and forging strong relationships between the fans and the teams they support. In
the modern context the relation of the individuals to the support of their teams or players have an
important role in ticket sales. The situations that affect the fan involvement in the sport is often
related to the situations where the individuals can relate themselves to the scenarios relating to
their identification with the team and its identity.
In this paper, the author argues that athletic departments reap the benefits of social media
in fan engagement, however it is important to understand the social media audience. Although
there has been a rise in popularity social media as a platform for the teams, coaches and
collegiate departments in connecting with the fans, the authors were interested to understand the
various social media forums. This study has been considered as path-breaking as it is the first of
its kind to understand the ways college-sports fans connect with the sports through sport-focused
social media utilization. The authors are interested to comprehend the different forms of medium
both traditional and non-traditional that are deployed by the college sports fans for the interactive
and interactional purposes. The authors were also interested to understand whether there are any
evident patterns or aspects of the usage of social media among the group of college students. The
method adopted for this study was internet-based survey that was conducted in Midwestern
University in the NCAA division.
As pointed out by Lim et al. (2015) social media has taken communication and
interacting with the world to the next level. Social media platforms such as Facebook, Twitter
and others have pushed the boundary by mediating the relationships that can be experienced by a
user. The authors highlight on the trend of convergence of spectatorship and virtual interactions
that takes place in an interesting manner. The authors argue that television viewing of sports is
associated with passive engagement and social media interaction of sports is associated with

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active engagement. This can be attributed to the social cues that are embedded in the social
relationship that takes place through social networking sites. They are of the opinion that social
TV viewing as positive impact on the fans as it enables them to foster relationship and connect
with their favourite sportspersons on a deeper level. Participatory viewing of sports is not unique,
however now it can be seen that fans are watching sports on mobile and apps are being
generously used to connect with the viewers. This engagement of social media with the fans can
be manifested during sports viewing. The strength of the research lies in the development of
three frameworks by the author to understand social media engagement of the fans. These three
frameworks are functional engagement, emotional engagement and communal engagement. The
methodology adopted for the purpose of the research is survey where the participants were
selected from the national panel data. In order to enhance the reliability and validity of the each
of the questions, the author conducted a pilot study. One evident limitation of the study is that
the survey method is not appropriate for understanding the level of social media engagement at
different levels. The limitations of the study are that survey could only be distributed in one
athletic department and therefore could not be generalized beyond the sample population.
2.5 Communication Fan Engagement and Sales
According to Sashi, (2012), the presentation of web and its multiplication for quickening
business, the new pattern in business is to convey social in the commitment of client. This has
prompted an energy among the experts and online networking aficionados. The feature of this
paper is that it tries to adjust for the lacuna in scholastic grant in tending to the idea that could be
valuable for web-based social networking promoting specialists and the contemporary business
people to tap the maximum capacity of the shelters of online networking. The plan of the
examination is to improve the cognizance of the client commitment through the basic survey of

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expert perspectives of client commitment by connecting it to the idea of promoting, advertise
introduction, relationship showcasing, building up a client commitment blend and setting up a
client commitment blend. The creators build up a model of the client commitment cycle with
association, maintenance, faithfulness, fulfilment and association. This model by the creators
masterminds the clients in a client commitment network in view of the degree of social trade and
enthusiastic association that characterize association with the dealers. Base on the advancement
of this model there are four kinds of social trade that has risen: enchanted clients, steadfast
clients, fans and value-based clients. In spite of the quality of the paper in creating ideas of
online networking commitment and fan there are sure impediments with the examination. The
creators need to take part in more refined and nuanced research to look at questions that have
risen up out of the exploration. One recommendation would to investigate Web 2.0 devices that
can be valuable for building client commitment in business market and customers. The creators
underscore on the viewpoint that client’s commitment through online networking stages
transform clients into fans. As shown by Stavros et al. (2014), effective relationship marketing
is crucial for the sport environment. Of late it has been found that the sports fan have become
disconnected with sporting events owing to the escalation in the cost of tickets, the rising
commercialization of sports and the dubious intentions of the sports marketers in the sport
organizations. Interaction has been understood as an important element of the relationship
marketing. There is a need by the sports managers to understand the strategies of effectively
building connection and sustain communication with the sports consumers. It has been realized
that social media has great potential in doing so by tapping in the market of sports fan
motivation. Therefore, sports managers are continuously using the benefits provided through the
digital environment with the purpose of communicating with the fans. The authors lament that

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despite the proliferation of social media there has been a paucity of research to understanding the
scope, range and potential of social media in the engaging with the fans. To compensate for this
lacuna, the authors have a provided a multi-layered insight into the aspect of fan motivation by
gauging into their interaction on Facebook. This research would be useful to understand the
greater requirements of the social media users who are sports consumers in their active
collaboration with the social media. The method adopted by the authors is qualitative approach
though the utilization of content analysis and netnography to study the engagement of NBA fans.
The findings of the research are useful for further intervention in the context of sports, leagues,
teams and the countries.

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3. Research Methodology
The analysis methodology takes under consideration the various information assortment
and therefore the analysis methodologies that are used for the correct analysis of the info and
action of the conclusive leads to the analysis (Choy 2014). It takes under consideration the
various components of the analysis just like the information assortment analysis approach and
analysis philosophy.
3.1 Method Outline
The technique define shows the various analysis techniques that may be employed in the
various eventualities within the time of the analysis. The analysis philosophy of the analysis is
informative supported the knowledge gained from the analysis. The deductive approach are
going to be employed in the analysis to deduce the knowledge from the secondary sources during
this analysis. The cultural and therefore the ethnic problems underlined during a range of
researches by totally different sources can facilitate in understanding the present situation. The
descriptive style can facilitate in explaining the used ideas and therefore the varied theories
accustomed reach the definitive conclusion within the analysis.
3.2 Research Onion
It is a tool of methodology that helps in understanding the vital divisions during an
analysis and helps within the analysis of the subject. The analysis onion helps the man of science
in maintaining a correct format whereas conducting a hunt. The analysis onion consists of six
divisions specifically information techniques and procedures, time horizons, choices, strategies,
approaches and philosophies.

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Figure 1: Research onion
(Source: Saunders et al. 2009)
3.3 Research Philosophy
The analysis philosophy for this analysis are going to be informative. During this
philosophy the researcher doesn't take a general summary of the outcomes of the analysis
beforehand, however bases it on the info that's obtainable within the field (Padilla-DÃaz 2015).
The parcel of land data helps within the analysis and therefore the formulation of the various
ideologies relating to the analysis. During this analysis the knowledge from the varied resources
of collection the analysis results in the formulation of the ideas that facilitate within the
additional analysis and action of a result.

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3.3.1 Justification of the Philosophy
The informative approach employed in this analysis is extremely causative for the
approaches during this analysis because it is that the social science approach. Since the study
relies on social science studies at the side of the psychological approach positivism and realism
has been discarded for this study (Reed and Alexander 2015). It is to be thought-about that the
utilization of secondary information within the analysis the informative approach can facilitate in
understanding the analysis higher at the side of the formulation correct conclusion.
3.4 Research Approach
The analysis approach for this analysis are going to be each qualitative and quantitative.
Since this analysis relies on each social science and therefore the psychological factors the
analysis approach cannot be restricted to one. During this analysis each the qualitative
approaches re to be applied (Bell, J., 2014). Within the analysis the various aspects of the impact
of the cultural identity of the youth are analyzed. It provides associate degree comprehensive
approach of the psychological feature and therefore the psychological aspects of the sales and the
importance of the fan engagements role my social media’s role in it is shown. The role of the
social media and how it is used by the different channels to have a proper impact on the ticket
sales is shown in the study.
3.4.1 Justification of Approach
The analysis relies on the social science study at the side of a psychological analysis half
to that and uses the secondary information for understanding the thought of the subject.
Therefore, the deductive approach is that the best approach for the action of correct results of the
study during this context

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3.5 Research Design
The analysis style was illustrated by Saunders et al. (2009) maybe the frame work of the
analysis pattern. Throughout the information assortment, a definitive approach is chosen for a
much better understanding of the analysis. The research designs are of 3 sorts specifically
exploratory, explanatory and descriptive. Exploratory design helps in understanding the various
types of ideas needed for the research Explanatory design illustrates the incidents and the events
with their effects (Hancock and Algozzine 2016). The descriptive research collects details of the
occurrence of the events with proper description and detail of the topic.
3.5.1 Justification of Chosen Design
In this research the design of the study is the explanatory design which takes into account
the explanatory design as it takes into account the cause and effect of the research, which helps
in understanding in this topic that is based on sociological and psychological research.
3.6 Data Collection Procedure
To understand any research topic in detail and have conclusive result about the research
the data plays an important role. The data helps in getting precise results in a research process
thus helping the research.
3.6.1 Data Source Techniques: Secondary Data
The Secondary data approach is based on the data collection from the secondary sources,
that is, the different researches and the statistics of the different available resources related to the
chosen topic. In this research data is used from a number of sources such as, government data,
peer reviewed journals and different research works related to the topic (Neuman and Robson

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
2014). The primary data is not used since the research is based on sociological and psychological
understanding of the youth making is difficult for analysis due to limited resources.
3.7 Population and Sample
Population and sample of a research is defined by the total population that is affected by
the research and outcomes of it (Hewson and Stewart 2016). In this research of the cultural
identity of the youth the population can be considered as the youth of UK, which consists of
every resident who is 16-28 years old. In this research the sampling techniques is limited to
collecting data from the various sources.
3.8 Ethical Consideration
During the research, the researcher needs to follow a definite code of ethics while
conducting the research so that the outcomes are unbiased and presented properly. The different
ethical consideration in analyzing the information about the cultural identities of youth, on
should understand environmental changes they go through and the social pressure felt by them to
excel in the society (Bryman 2015). The ethical considerations that pose a problem to the
researcher are:
 The data has to be de-identified before the release.
 The consent of the participants of the secondary data is presumed as it from different
sources.
 The information in the data may differ from organization to organization leading to a
number of issues in analysis of data.
 The reuse of the data should not pose problems or distress for the different participants or
the sources cited from.

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
Research Limitations
The research limitations take in to account the avoidable and the non-avoidable
restrictions in the research. The limitations in research are natural as with the limited resources
one cannot do a complete research covering all topics (Kratochwill and Levin 2015). The
limitations of the research include:
 Reliability: The reliability of the research depends on the feedback of the respondents
from different sources (Shipman, M.D 2014). The responses from different individuals
are subject to the different sociological and psychological factors that affect the
individual and other factors that might influence the opinions of the youth.
 Time Factor: The reliability of the research on sociological topics should be time
dependent and of a longer duration to understand the effect of the social acculturation on
the youth. In this research the secondary data may or may not present the current
scenario precisely.
 Unavailability of Current Data: The precise data of the study of the current scenario is
also not always available, thus affecting the results of the research. The current data that
is available also has a large variance which makes it difficult to analyze and understand
the data.

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
3.9 Time Horizon
Main activities/ stages Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Topic Selection 
Data collection from secondary
sources

Creating layout   
Literature review   
Formation of the research Plan   
Selection of the Appropriate
Research Techniques
  
Analysis & Interpretation of Data
Collection
 
Findings of the Data  
Conclusion of the Study  
Formation of Rough Draft 
Submission of Final Work 
Table 1: Gantt chart

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
4. Findings and Discussion
As shown by Hickman (2005), the fan engagement has an important role to play in the
different social innovative behaviors by Wimbledon and EPL. The analysis found out mixed
results because it relates to the achievement of sponsors gaining an extended percentage of
pockets due to these fan-unique traits. By extension, the take a look at demonstrates that
purchase intentions map imperfectly onto said shopping conduct. The proof shows sponsorship
awareness is important to improved market help. Moreover, the findings suggest that irrespective
of the level of fan identification or stated buy intentions, fanatics of the crew may have a herbal
inclination to help crew sponsors furnished they may be aware of the sponsoring corporations'
courting with the group.
In the research by Smith, Graetz and Westerbeek (2008), Support achievement can be
intensified by improving eagerness for the group. This positively affects apparent trustworthiness
and responsiveness, which are the essential elements impacting buy expectation. As it were, in
wear sponsorship it might be better for the support to draw in with the club and its individuals,
and urge individuals to take an interest effectively in club exercises. Creating energy and
eagerness for the group may help out buy goals than focusing on showcase portions in
segregation from the more extensive setting of the club and its individuals. Backers can likewise
support the buy aims of club individuals by concentrating on systems to reinforce apparent
support uprightness. Similarity with the supported group, demonstrating a certifiable enthusiasm
for the club and its supporters, supporting neighborhood groups, and monetary help for the group
all contribute towards improving patron trustworthiness. Groups that as of now appreciate large
amounts of part bolster will probably brag a client base that will consider deals offers from

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
supports. The level of support uprightness is in this manner another model that can effectively be
controlled and overseen by the support.
It ended up found that fans more often than not assume that they have a cozy association
with their participation. From the fans' disposition, the closeness amongst fan and participation is
most just showed inside the amount to which issues for the enrollment have an enthusiastic effect
at the fan. Numerous darlings described a level of closeness with their clubs that passed what can
be credited to some other boss or item. Outstandingly, the level of closeness transformed into
with the end goal that the team's satisfaction or disappointment on the pitch have turned into a
basic thing that impacted the mental pleasantly being of lovers; winning wound up associated
with bliss, and dropping transformed into connected to mental torment. , the overall population
of Premier League golf hardware have purchaser relationship offices which can be accused of
producing joins with fans. The degree of such commitment is less related with golf hardware'
dating building endeavors than with group general execution. Without a doubt, dialogs with club
administrators infer that sound participation generously increments when groups complete either
inadequately or pleasantly, while normal execution frequently prompts a drop in door pay.
The situation of marking in worldwide amusement progressed toward becoming
inspected that lit up how indispensable notoriety and photograph is inside the worldwide
commercial center. More experimental work is required on assessing particular games makers
over the world and the causes and desires of the entrepreneurial game authors in building up
those games exercises brands. Future research inquiries may solicit: What is the capacity from a
games seal in growing an organizations commercial center achieve over the world? In what

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capacity can sports famous people can or confine a games exercises mark? Corporate social
obligation wind up distinguished on this paper similar to a foundation of an overall games
challenge. As more individuals and organizations worldwide are getting additional required
about supportability and ecological undertakings it is imperative that organizations awareness on
how reassuring game‐associated exercises can transfer cost to their posterior line. The situation
of entertainment tourism transformed into examined similar to a piece of the worldwide business
environment. In specifically, the changing over monetary circumstances of numerous countries
worldwide in changing game tourism were featured and this can be a keeping energizing
investigations road of request as global superpowers which incorporate India and China hold
their strength of the overall endeavor display. Future research might need to observe whether
proficient games groups like the National Basketball Association will be started in those nations
as isolated business endeavor substances or if the present master sports classes will keep up to
open up in these nations. It would moreover be novel to look at whether uncommon styles of
amusement well known in Asia which incorporate hand to hand fighting and taichi will
advantage in acknowledgment worldwide at the rate of conventional games which incorporates
baseball and b-ball.
Apprehension concerning oversee of the brand in online networking might be grounded
in the absence of progress that soccer clubs have had beforehand in alluring with or even know-
how their darlings through computerized approach. The utilization of online networking ended
up noticeable as a rationale power of guests to the legitimate site that is monetized by means of
publicizing deals and offers of modern stock, for example, on line player TV, ticketing and
items. This strategy is as a base in part because of the club's want to draw in and keep up
additional guests to the credible web webpage, which moreover has brings about terms of chance

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
cost inside the setting of globalized football. It is fathomable that football clubs are included with
deals period, yet they have to build up a demeanor at the net nearness (that plagues their web
website and any web-based social networking commitment) that goes past deals innovation to a
more modern procedure to symbol building. The way to this wind up thought about to be the
allowing of commitment proactively, instead of unquestionably reacting to exchange or copying
current respectable site online substance material. Clubs wish this would triumph over the
confinements of their contemporary surely understood 'push' discussion, regardless of the
nonappearance of engaged and suitable interchanges. It transformed into forewarned that online
networking displayed genuine time supporter recognition, empowering additional refined
pursuing publicizing action. The discoveries in this manner suggest the mechanical increase
capability of online networking inside the soccer division.
As per Stravos et al (2014), fans look for a chance to help or cheer for their team and
announce their enthusiasm. Web-based social networking encourage a group outside of the
stadium that can be promptly gotten to by brandish directors, with the potential for conclusion
pioneers to be recognized and connections to be supported. Facebook specifically, given its
substantial portable impression, is a perfect medium for building connections as clients for the
most part are insightful of its usefulness and are as of now associated with a system of
companions. Game chiefs can survey these systems and distinguish potential feeling pioneers
(for instance those with various dynamic 'companions' or 'adherents') to be focused for
relationship fabricating and to empower communication. Fan articulations of expectation enable
an association to screen and conceivably oversee desires. This information can help wear
administrators in setting up correspondence activities or projects that resound with fans. Fans
look for connection to express their expert learning, dissatisfaction and desires in connection to

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
group administration and strategies. Perceiving these thought processes can give associations a
chance to draw in with fans and accordingly co-make increased the value of the fan
understanding. As pervasive as Facebook has moved toward becoming, fans still need to
cooperate through this medium. When they do as such considerably, it is basic that game chiefs
tune in. Fans connect on a group level, sharing a soul of kinship that fortifies their relationship
with the group. When all is said in done, relationship-building openings are stood to those
associations that proactively connect with the fan group, utilizing the stage not simply to pass on
promoting messages but rather to draw in with such shows of fan distinguishing proof. Game
chiefs need to perceive the inspirations of fans and effectively encourage important connections
to expand the level of reaction and profundity of commitment with the group. The chance to
fabricate recognizable proof and encourage association far from the donning field is an intense
advantage of online networking use in sports.
According to Pronschinske, Groza and Walker (2012), a correspondingly basic finding of
the present examination was the divulgence of gigantic social occasion differentiates in the
association between Sport Attachment and Team Identification in first-year and second-year
season ticket holders. This finding supports the point of convergence of the examination. The
more vital effect of Sport Attachment on Team Identification in second-year season ticket
holders reveals affirmation of another market area inside the Sounders FC season-ticket holding
fan base. The imperative difference between subgroups in this relationship warrants a more basic
examine potential reasons why such a refinement exists. Perhaps this is confirmation of a "soccer
fan" segment: A social occasion of especially taught fans who saw that Major League Soccer did
not have a quality thing keeping pace with top overall soccer affiliations. Consequent to survey

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
the achievement of the Sounders FC as a relationship in its first year, perhaps this segment
picked that the affiliation had the capacities vital to legitimize a season ticket purchase.
5. Conclusion
The fan engagement plays a very important role in the usage of the new and better
techniques from the incorporation of the newer methods of fan engagement to the publicizing of
merchandise the social media have changed the way the games were seen by the audience. The
ticket sales were greatly affected positively when through social media people knew when to get
the tickets and where to get them. The social media usage also helps in the inclusion of newer
and better methods of fan engagement.
5.1 Linking with objectives
5.1.1 To investigate the use of social media in engaging with customers.
There are heaps of gatherings of Facebook for a wide range of things, even nearby groups
like Wimbledon. Wimbledon is a truly expansive area in this manner there are considerably more
particular gatherings inside the online nearby group. So relying upon your business' intended
interest group you can most likely locate a neighborhood gather on Facebook that is appropriate
to market to. So once the Facebook gathering as well as page Wimbledon crowd it isn't spammed
with negligible promoting. Tune in to the discussions happening and offer your recommendation
and information where it's pertinent. Doing this fabricates mark mindfulness and trust – making
picking up clients far less demanding than previously. Football fans have dependably been
among the most firmly weave however far-flung groups in our general public. That is the reason
online networking has slipped itself so easily into the way of life. What's more, kid, how the

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clubs have inclined toward it. They keep on demonstrating a web-based social networking
adroitness any Fortune 500 organization would do well to duplicate.
5.1.2 The effect of the different social media usage patterns on ticket sales
There is no issue in the U.K., in light of the fact that Wimbledon is so synonymous with
this nation, and the BBC's scope gives exceptional reach. Unquestionably in the U.S., in
Germany, in Australia, in those business sectors the center gathering of people is getting more
seasoned. That is a pattern, that the T.V. watching crowd is getting more seasoned. So it's vital
for them to not pivot in 10 year and find that our crowd has matured and has not been refilled at
the more youthful end. The office construct its influencer rank with respect to a few
measurements: commitment per 1,000 fans on Facebook, add up to Twitter and Facebook people
group estimate, relative change in social fans, add up to posts, commitment per post and volume
of earned discussion. The Premier League groups' Facebook accounts were dissected, to
distinguish the record's gathering of people and substance commitment over the previous year
and the outcomes prompted the production of the Social Premier League Table, positioning the
groups by their social information. The social positioning depends on client commitment instead
of group estimate, to give all clubs an equivalent balance, breaking down a measure of
commitment for each fans. On Facebook, Premier League clubs have differing levels of reach
and achievement, with Manchester United conveying the best performing account on every
single social metric because of their worldwide interest. The advancement of Huddersfield Town
prompt an enormous development in their social group, with in-amusement examination posting
giving high-recurrence substance to their gathering of people.

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
5.1.3 To understand the social media usage patterns in sale.
The teams are not just limiting themselves for the ticket sales but they want to inculcate
among the generations the love for the game to create a steady consumer base. One of the most
important fact is Wimbledon and EPL have different audiences and they are to different games
do the marketing strategy for the ticket sales has to be varied such. The digitalization and the
activation on social media has nevertheless helped the cause.
5.2 Areas of Further Research
The Areas of further research can include the different aspects of social media interactions on
marketing of sport merchandise or the overall team play.
Reflective Statement
As I reflect during the time place assets into doing this examination work, I could
basically say that each piece of the examination has brought me into different however
troublesome experiences. While parts of those experiences had been pleasant and empowering,
others I have continued with much inconveniences and disappointments. The vital test started
towards the complete of my MPhil program with the endeavor of reasoning of an overhaul paper
or suggestion which included finding a researchable subject, recognizing the issues and working
up a fitting examination approach. During the time this foundation sort out which has given the
blue print to whatever is left of the enterprise remained for me the most frightening yet
enchanting edge. This is especially so since it compelled me to rethink through the work and to
take after the principles for exhaustive, formal presentation of the conflicts with the end goal that

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gained genuine changes the way I had at first needed to approach the examination. Everything
considered, the framing of my recommendation was a direct (and occasionally frustrating)
process, yet I was always enabled by the overall public around me, particularly related
postgraduates. Certainly, I found that it was essential to have space plan insightful to think alone
and work alone, yet notwithstanding have adequate vitality to share thoughts and make
contemplations with different people. It isn't extraordinary to feel that the PhD suggestion is an
unconquerable errand that will never end. From my experience the best approach to completing
such a noteworthy wander is steadiness, persistent work, extraordinary time organization and
appeal. Likewise I comprehended the hugeness of keeping the essential hypothesis and research
request in focus when making the different parts. This has helped me to keep away from getting
wrecked. Looking back at my basic recommendation, I am aware of the level of progress in my
ability to do bona fide insightful research. In the midst of the path toward creating I have
expected to change my suggestion outline, and on occasions adjusted my declarations of issue
and research questions. This, no doubt came due to relationship with various social orders works,
separating data, and setting up a couple of drafts of my proposition chapters. The last outing:
Once I wrapped up the hypothesis, I suspected that it was vital to consider the last shape for
convenience. The Universities has separated system and techniques on proposition presentation
which ought to be correctly inspected and associated. Various practical decisions, for instance,
the standard of word dealing with expected, the favored size and kind of literary style, edges, the
strategy for showing photographs, how to adjust to illustrative materials, confining particulars
and procedures et cetera ought to be considered when the aggregate recommendation is gathered.
Unless one thinks about these sensible issues, it may be hard to have the work done in the form
required by the University. Since my possibility was running out, I found that this last experience

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IMPACT OF SOCIAL MEDIA ON TICKET SALES
took longer than I expected, for the most part due to the way that I adequately expected time to
finish the altering and besides in light of the way that I contributed much vitality chasing down
missing critiques and collecting my references. By and large, the hypothesis has been submitted
and I suspect the viva which is the last snag toward the complete of a long and winding road. I
am careful that the journey isn't over until the point that the moment that it is done. Empower
status incorporates returning to the proposition, making notes, careful examining and re-
scrutinizing to get the purposes of intrigue right.

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