A carregar...
Publicação
O engagement online do adepto através das redes sociais dos clubes de futebol
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 5.12 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Os clubes de futebol procuram constantemente estar mais próximos dos seus adeptos e as redes sociais são uma ferramenta cada vez mais essencial para alcançar essa proximidade. Contudo, várias nuances influenciam o nível de engagement online. O presente estudo tem como objetivo compreender essas nuances, nomeadamente o perfil do adepto, tipo de conteúdo, performance da equipa e sazonalidade da época desportiva e a relação com os diferentes níveis de engagement nas redes sociais do clube.
Para a realização deste estudo adotou-se uma estratégia quantitativa mono-método, concretizada através de um inquérito por questionário online. Foram consideradas 505 respostas válidas, analisadas através do IBM SPSS Statistics, permitindo o recurso a regressões lineares múltiplas com o intuito de compreender a relação entre as nuances mencionadas anteriormente e o nível de engagement.
Através dos resultados obtidos concluiu-se que determinadas variáveis têm relevo para compreender o nível de engagement do adepto português, nas redes sociais Facebook e Instagram. O tipo de conteúdo, o amor pelo clube e o tipo de assistência aos jogos de futebol são exemplos disso, independentemente da sazonalidade da época desportiva. Relativamente à performance da equipa, idade, sexo e estado civil do adepto que também se refletem no engagement online, estes já dependem da sazonalidade da época desportiva.
Estes resultados revelam-se significativos tanto a nível académico como empresarial. A nível académico são relevantes por procurar compreender o consumidor de desporto e as suas características únicas e singulares dos demais e por acrescentar valor à literatura existente sobre o marketing nas redes sociais. A nível empresarial permite aos clubes de futebol uma perceção mais aprimorada do perfil do seu adepto e respetivo comportamento online. Este conhecimento permite a conceção de estratégias de marketing digital com melhores resultados, tanto a nível de engagement, como, possivelmente, a nível desportivo, através do apoio manifestado pelos adeptos.
Football clubs are constantly trying to get closer to their fans and social media is an increasingly essential tool for achieving this. However, several factors influence the level of online engagement. This study aims to understand these factors, namely fan profile, type of content, team performance and seasonality of the sporting season and the relationship with different levels of engagement on the club's social media. To carry out this study, a single-method quantitative strategy was adopted, realised through an online questionnaire survey. A total of 505 valid responses were considered and analysed using IBM SPSS Statistics, allowing multiple linear regressions to be used in order to understand the relationship between the factors mentioned above and the level of engagement. The results showed that certain variables are relevant to understanding the level of engagement of Portuguese fans on the social media Facebook and Instagram. The type of content, the love for the club and the type of attendance at football matches are examples of this, regardless of the seasonality of the sporting season. As for team performance, age, gender and marital status, which are also reflected in online engagement, these already depend on the seasonality of the sporting season. These results are significant on both an academic and business level. On an academic level, they are relevant because they seek to understand the sports consumer and their unique characteristics and add value to the existing literature on social media marketing. On a business level, it gives football clubs a better understanding of their fans' profiles and their online behaviour. This knowledge allows them to design digital marketing strategies with better results, both in terms of engagement and, possibly, at sport level, through the support shown by fans.
Football clubs are constantly trying to get closer to their fans and social media is an increasingly essential tool for achieving this. However, several factors influence the level of online engagement. This study aims to understand these factors, namely fan profile, type of content, team performance and seasonality of the sporting season and the relationship with different levels of engagement on the club's social media. To carry out this study, a single-method quantitative strategy was adopted, realised through an online questionnaire survey. A total of 505 valid responses were considered and analysed using IBM SPSS Statistics, allowing multiple linear regressions to be used in order to understand the relationship between the factors mentioned above and the level of engagement. The results showed that certain variables are relevant to understanding the level of engagement of Portuguese fans on the social media Facebook and Instagram. The type of content, the love for the club and the type of attendance at football matches are examples of this, regardless of the seasonality of the sporting season. As for team performance, age, gender and marital status, which are also reflected in online engagement, these already depend on the seasonality of the sporting season. These results are significant on both an academic and business level. On an academic level, they are relevant because they seek to understand the sports consumer and their unique characteristics and add value to the existing literature on social media marketing. On a business level, it gives football clubs a better understanding of their fans' profiles and their online behaviour. This knowledge allows them to design digital marketing strategies with better results, both in terms of engagement and, possibly, at sport level, through the support shown by fans.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Marketing Digital Redes Sociais Futebol Português Consumidor de Desporto Engagement Online Digital Marketing Social Media Portuguese Football Sports Consumer Online Engagement.
Contexto Educativo
Citação
Gomes, Diogo Alexandre Ponta Garça Simão (2023). “O engagement online do adepto através das redes sociais dos clubes de futebol”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão