Facebook and football in the Maltese Premier League : an analysis of the usage of Facebook by Maltese Premier League clubs

Abstract

Purpose – The purpose of this dissertation is to contribute knowledge on the use of Facebook by Maltese Premier League Clubs, delving into the administrator’s role in fulfilling this voluntary role from three different facets – knowledge, motivation and engagement. Design/Methodology/Approach – Due to the nature of the study, a mixed approach integrating both qualitative and quantitative data was used, using face-to-face semistructured interviews as primary data and secondary data from the clubs’ Facebook Pages. Findings - We concluded that although different levels of knowledge in the use of Facebook clearly exist, this does not hinder one’s willingness to contribute in their role, therefore contribution is not dependent on knowledge. The main motivation driver is the idea of having fruitful relationships with the society of the club, and in line with McClelland’s Theory of Needs, the motivation trait that leads to best engagement is the Necessity for Affiliation trait. Originality/Value – This research is the first to offer insights into the role of voluntary administrators in the day-to-day running of Maltese football clubs’ Facebook Pages.