Arts , Humanities & Social Science

Abstract

Social media platforms are regarded as the new channels for disseminating information and communicating among the public in these recent times. Its usage is also patronized by football clubs in Ghana. This study sought to investigate the use of social media by premier football clubs. A purposive sampling technique was used to find out the extent of social media usage by four registered Ghanaian Premier Football clubs, namely, Kumasi Asante Kotoko Sporting Club, Medeama Football Club, Dreams Football Club and Inter Allies Football Club. The study also looked at the reasons for the usage of social media by the four registered Ghanaian premier football clubs and the challenges, if any, faced by these football clubs. Through a qualitative research approach, interviews were conducted to find out the extent of social media usage by the four registered Ghanaian premier league clubs. The findings indicated that all the four football clubs all understand the importance of social media as means of communication in the management of a modern Football clubs, although their understanding of social media was limited to some few roles and functions. The clubs also acknowledged the difficulties in the usage of social media as a means of communication channels such as expensive data, not having camera to take good and sharp pictures and additional cost in employing a social media administrator. The major limitation was the size of the sample used in the study.