The use of social media among football clubs’ public relations managers for motivating fans to attend the Kariakoo Derby in Tanzania, NBC Premier League

Fredrick Elias Sanga

doi:10.51867/ajernet.6.4.121

Authors

Fredrick Elias Sanga Tanzania Institute of Accountancy, Tanzania

DOI:

https://doi.org/10.51867/ajernet.6.4.121

Keywords:

Football Fans' Attendance, Kariakoo Derby, Public Relations Managers, Social Media Platforms

Abstract

Kariakoo Derby is the major football match between the historic Young Africans and Simba Sports Clubs in the Tanzanian NBC Premier League. Despite the growing social media platforms in football, little is known about how public relations managers use their clubs’ social media platforms to motivate football fans to attend Kariakoo derbies, hence the need for this study. The study adopted the uses and gratifications theory. It employed a qualitative approach and descriptive design. Data were collected through focus group discussions, interviews, and observation methods. The study involved 30 Young Africans and Simba Sports Club fans sampled through a convenience technique; two clubs’ public relations managers from both teams; one official from the Tanzania Football Federation, sampled purposively; and official social media platforms (Facebook, X, formerly known as Twitter, Instagram, TikTok, YouTube, and WhatsApp). Data were analysed using thematic analysis techniques. The results indicate that Young Africans and Simba Sports Clubs’ public relations managers make effective use of social media platforms, which significantly motivates their fans to attend Kariakoo derbies in the Tanzania NBC Premier League. The strategies they employ are creating derby excitement, strengthening emotional bonds, providing clear derby information, actively engaging their fans, and promoting derby events. However, misuse of social media can result in conflicts, fighting, divorce, physical harm, or even death among football fans. The study concludes that responsible social media among public relations managers is an effective tool for motivating football fans to attend derbies; therefore, football clubs’ public relations managers should adhere to the public relations code of ethics and principles to ensure that when motivating their fans to attend derbies, they promote peace, harmony, and loyalty for the social and economic development of fans, clubs, and the nation at large. It recommends that clubs adopt interactive, culturally relevant, and community-oriented strategies to sustain enthusiasm and maximise responsive fans’ attendance during the derby.

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