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Efeito das campanhas de marketing social e da identificação do adepto com jogadores/clubes de futebol no comportamento antirracista do adepto de futebol
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Orientador(es)
Resumo(s)
O tema do racismo tem ganho uma importância crescente na sociedade, fomentada
pelos inúmeros casos de injustiça social que se têm registado. Por consequência, o
desporto não ficou alheio a este crescimento acentuado do racismo na sociedade e vários
são os relatos ligados a episódios racistas que ocorrem no mundo do desporto, mais
concretamente, no mundo do futebol. Para combater este flagelo, têm existido várias
iniciativas que visam alterar este tipo de comportamentos na esfera desportivas, tais
como, campanhas publicitárias promovidas por agentes desportivos (jogadores
profissionais de futebol, dirigentes e clubes de futebol).
O presente estudo visa perceber qual o efeito que as campanhas marketing social e a
identificação dos adeptos com jogadores/clubes de futebol têm no comportamento
antirracista do adepto de futebol. Para isso, foi desenvolvido um modelo de investigação
que estuda o efeito da credibilidade e da notoriedade de uma campanha publicitária, da
identificação do adepto com jogadores/clubes de futebol com atitudes antirracistas e a
forma como as atitudes antirracistas podem influenciar os comportamentos antirracistas.
Neste estudo, baseado num inquérito online junto de uma amostra de conveniência,
constatou-se que as atitudes antirracistas não têm uma influência direta em
comportamentos antirracistas, sendo este facto inesperado. Uma possível explicação para
este facto, prende-se com a emotividade que está adjacente ao futebol e à atmosfera dentro
do estádio, que em muitas ocasiões pode conduzir a comportamentos menos racionais por
parte dos adeptos, levando-os a cometer atos pouco ponderados e, muitas vezes,
incorretos.
The theme of racism has gained an increasing importance in society, fostered by countless cases of social injustice that have been registered. As a result, sports were not oblivious to this exponential growth of racism in society and there are several reports connected to racist episodes which occur in the world of sports, more specifically, in the world of football. To fight this scourge, there have been several initiatives that aim to modify this type of behaviour in the sports sphere, such as, advertising campaigns promoted by sports agents (professional football players, sports directors and football clubs). The present study aims to understand what effect social marketing campaigns and the identification of fans with football players/clubs has in the anti-racist behaviour of the football fan. To achieve that, an investigation model has been developed with the purpose of studying the credibility and notoriety of a promotional campaign, the identification of the fan with football players/clubs with anti-racism acts and the way that anti-racism attitudes can influence anti-racism behaviours. In this study, based on an online survey, with the sample being a convenience sample, it has been verified that anti-racism attitudes do not have a direct influence on anti-racism behaviours, with this fact being unexpected. A possible explanation to this fact, relates to the emotion surrounding football and the atmosphere inside the stadium, in which many occasions can lead to less rational behaviours on the behalf of the fans, leading them to commit less thoughtful acts and, many times, wrong acts.
The theme of racism has gained an increasing importance in society, fostered by countless cases of social injustice that have been registered. As a result, sports were not oblivious to this exponential growth of racism in society and there are several reports connected to racist episodes which occur in the world of sports, more specifically, in the world of football. To fight this scourge, there have been several initiatives that aim to modify this type of behaviour in the sports sphere, such as, advertising campaigns promoted by sports agents (professional football players, sports directors and football clubs). The present study aims to understand what effect social marketing campaigns and the identification of fans with football players/clubs has in the anti-racist behaviour of the football fan. To achieve that, an investigation model has been developed with the purpose of studying the credibility and notoriety of a promotional campaign, the identification of the fan with football players/clubs with anti-racism acts and the way that anti-racism attitudes can influence anti-racism behaviours. In this study, based on an online survey, with the sample being a convenience sample, it has been verified that anti-racism attitudes do not have a direct influence on anti-racism behaviours, with this fact being unexpected. A possible explanation to this fact, relates to the emotion surrounding football and the atmosphere inside the stadium, in which many occasions can lead to less rational behaviours on the behalf of the fans, leading them to commit less thoughtful acts and, many times, wrong acts.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Racismo Campanhas Publicitárias Campanhas de Marketing Social Jogadores/clubes de Futebol Credibilidade Notoriedade Identificação Atitudes Comportamentos Racism Promotional Campaign Social Marketing Campaign Football players/clubs Credibility Notoriety Identification Attitudes Behaviours
Contexto Educativo
Citação
Lopes, João Carlos Carvalho (2022). “Efeito das campanhas de marketing social e da identificação do adepto com jogadores/clubes de futebol no comportamento antirracista do adepto de futebol ”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão