A Report on Social Media's Effect on Ticket Sales in EPL & Wimbledon

This report examines the impact of social media on ticket sales for the English Premier League (EPL) and Wimbledon. It investigates how social media is used to engage with customers, the effect of different social media usage patterns on ticket sales, and how social media usage patterns influence sales. The research uses secondary data to analyze fan engagement, brand control, and communication strategies, highlighting the role of social media in fostering fan loyalty and driving ticket purchases. The study also addresses the importance of fan engagement in sponsorships and the potential issues related to social media's influence on player psyche and event sales. The conclusion links the findings back to the research objectives, identifies areas for further research, and includes a reflective statement on the learning experience.

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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IMPACT OF SOCIAL MEDIA ON TICKET SALES
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