Yue Wu

email: y.wu.2@research.gla.ac.uk

Research title: Second screen in China: football viewing experience and Sina Weibo

Research Summary

My research is about the social media branding strategy of football clubs and fan experiences, in the context of China. 5 football clubs including three European clubs and two Chinese clubs are investigated. The research aims to contribute theoretical and practical implications to the sport and social media management area.