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Influência da qualidade da relação com o clube no envolvimento do adepto no Youtube
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Orientador(es)
Resumo(s)
A crescente concorrência no setor desportivo torna imperativo a transição do foco das estratégias dos clubes para uma abordagem relacional, devendo estes tentar preservar as relações existentes com os seus consumidores ao invés de incentivar transações singulares. Neste seguimento, é necessário aprofundar o conhecimento sobre a Qualidade da Relação percebida pelo adepto, e o seu impacto nos diferentes comportamentos do mesmo. Assim, e atendendo ainda ao crescimento das redes sociais como meios de envolvimento, o presente estudo procura explicar empiricamente a relação entre as diferentes componentes da Qualidade da Relação e as dimensões de consumo, contribuição e criação do envolvimento do adepto no Youtube.
Por conseguinte, desenvolveu-se um estudo quantitativo mono-método de caráter explanatório, num horizonte temporal cross-sectional. A amostra, caracterizada por ser não probabilística e selecionada por conveniência, foi composta por 205 respostas válidas e analisadas estatisticamente com recurso aos softwares IBM SPSS Statistics versão 28.0 e SmartPLS 4.0.
Os resultados sugerem que o compromisso, a intimidade e a identificação são as únicas componentes da Qualidade da Relação que conseguem influenciar de forma positiva e significativa as atividades de envolvimento do adepto português no Youtube.
A nível académico, a presente investigação consegue preencher lacunas existentes na literatura alusivas ao papel da Qualidade da Relação no comportamento dos adeptos de desporto. A nível prático, são partilhadas estratégias que visam potenciar as dimensões com impacto no envolvimento do adepto no Youtube.
The increasing competition in the sports sector makes transitioning the focus of the clubs’ strategies to a relational approach crucial, as they should try to preserve the existing relationships with its consumers instead of fostering singular transactions. Therefore, it becomes necessary to deepen the knowledge regarding the Relationship Quality perceived by the fan, and its impact on their different behaviors. Thus, and also considering social media’s growth as a means to engage, this dissertation looks to empirically explain the relationship between the different components of Relationship Quality and the consumption, contribution, and creation dimensions of the fan’s engagement on Youtube. Accordingly, a quantitative single-method study of explanatory nature and within a cross-sectional timeframe, was developed. The sample, characterized as being non-probabilistic and conveniently selected, was composed of 205 valid responses and statistically analyzed using the IBM SPSS Statistics version 28.0 and SmartPLS 4.0 softwares. The results suggest that commitment, intimacy, and identification are the only Relationship Quality components able to influence Portuguese sports fans’ engagement activities positively and significantly. On an academic level, this research adds to existing gaps in the literature regarding the role of Relationship Quality on sports fans’ behavior. On a practical level, it shares strategies that aim to leverage the dimensions that influence the fans’ engagement on Youtube.
The increasing competition in the sports sector makes transitioning the focus of the clubs’ strategies to a relational approach crucial, as they should try to preserve the existing relationships with its consumers instead of fostering singular transactions. Therefore, it becomes necessary to deepen the knowledge regarding the Relationship Quality perceived by the fan, and its impact on their different behaviors. Thus, and also considering social media’s growth as a means to engage, this dissertation looks to empirically explain the relationship between the different components of Relationship Quality and the consumption, contribution, and creation dimensions of the fan’s engagement on Youtube. Accordingly, a quantitative single-method study of explanatory nature and within a cross-sectional timeframe, was developed. The sample, characterized as being non-probabilistic and conveniently selected, was composed of 205 valid responses and statistically analyzed using the IBM SPSS Statistics version 28.0 and SmartPLS 4.0 softwares. The results suggest that commitment, intimacy, and identification are the only Relationship Quality components able to influence Portuguese sports fans’ engagement activities positively and significantly. On an academic level, this research adds to existing gaps in the literature regarding the role of Relationship Quality on sports fans’ behavior. On a practical level, it shares strategies that aim to leverage the dimensions that influence the fans’ engagement on Youtube.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Marketing de Desporto Qualidade da Relação Envolvimento do Consumidor nas Redes Sociais Youtube Sports Marketing Relationship Quality Consumer’s Engagement on Social Media Youtube
Contexto Educativo
Citação
Dias, Sofia dos Santos (2023). “Influência da qualidade da relação com o clube no envolvimento do adepto no Youtube”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão