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A influência do Facebook no envolvimento dos sócios com os clubes desportivos : o caso Ginásio Clube Português
Orientador(es)
Resumo(s)
Numa era marcada pelo rápido crescimento do meio digital, as redes sociais representam uma oportunidade para as empresas comunicarem com os seus clientes de uma forma rápida, direta e com custos relativamente mais baixos.
Este novo paradigma da comunicação revolucionou a forma como as organizações se relacionam com os clientes e instituiu uma nova forma de os envolver.
No seguimento desta necessidade, o desafio que este estudo propõe é compreender de que forma a rede social Facebook pode influenciar o envolvimento dos clientes com as organizações.
A presente investigação foi conduzida através de uma abordagem qualitativa com recurso a entrevistas semiestruturadas aos sócios de um clube desportivo, sendo a amostra não probabilística por conveniência. Os dados recolhidos foram analisados com recurso ao software de análise de dados MAXQDA.
Os resultados obtidos sugerem que as empresas e, em particular, os clubes desportivos devem adotar uma comunicação através destas plataformas como forma de estreitar o relacionamento com os sócios, dado o seu potencial para envolver e fidelizar os clientes. A duração e experiência geral do relacionamento bem como as interações com a página determinam o envolvimento dos sócios com o clube que, consequentemente, manifestam a sua predisposição para agir enquanto brand advocates.
A nível académico, este estudo permitiu fornecer novos insights em relação à forma como o Facebook pode influenciar, permitirá aos gestores e profissionais de marketing potenciar as suas estratégias por forma a aprimorar o relacionamento e contribuir para o envolvimento dos sócios com o clube a fim de os reter.
In an era marked by the fast growth of the digital environment, social networks represent an opportunity for companies to communicate with customers quickly, directly, and at relatively lower costs. This new communication paradigm revolutionized the way organizations create relationships with customers and instituted a new way of involving them, with a growing need to retain customers. Following this need, the challenge that this study proposes is to understand how the social network Facebook can influence the involvement of customers with organizations. The present investigation was conducted through a qualitative approach using semi-structured interviews with members of a sports club, being the sample non-probabilistic for convenience. The collected data were analysed using MAXQDA data analysis software. The results obtained suggest that companies and, in particular, sports clubs should adopt communication through these platforms as a way of enhancing the relationship with members, given their potential to engage and retain customers. The duration and experience of the relationship, as well as the interactions with the social network's page, determine the engagement of members with the club and, consequently, express their willingness to act as brand advocates. At the academic level, this study provided new insights into how Facebook can influence, in a sporting context, the engagement of members with the club. At the business level, it will allow managers and marketers to leverage their strategies to improve the relationship and contribute to the engagement of members with the club in order to retain them.
In an era marked by the fast growth of the digital environment, social networks represent an opportunity for companies to communicate with customers quickly, directly, and at relatively lower costs. This new communication paradigm revolutionized the way organizations create relationships with customers and instituted a new way of involving them, with a growing need to retain customers. Following this need, the challenge that this study proposes is to understand how the social network Facebook can influence the involvement of customers with organizations. The present investigation was conducted through a qualitative approach using semi-structured interviews with members of a sports club, being the sample non-probabilistic for convenience. The collected data were analysed using MAXQDA data analysis software. The results obtained suggest that companies and, in particular, sports clubs should adopt communication through these platforms as a way of enhancing the relationship with members, given their potential to engage and retain customers. The duration and experience of the relationship, as well as the interactions with the social network's page, determine the engagement of members with the club and, consequently, express their willingness to act as brand advocates. At the academic level, this study provided new insights into how Facebook can influence, in a sporting context, the engagement of members with the club. At the business level, it will allow managers and marketers to leverage their strategies to improve the relationship and contribute to the engagement of members with the club in order to retain them.
Descrição
Mestrado em Marketing
Palavras-chave
Redes Sociais Social Media Facebook Envolvimento Relacionamento Consumidor-Marca Brand Advocacy Social Networks Engagement Consumer-Brand Relationship
Contexto Educativo
Citação
Oliveira, Beatriz Sousa Pinto Nunes de (2020). "A influência do Facebook no envolvimento dos sócios com os clubes desportivos : o caso Ginásio Clube Português". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão