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Envolvimento dos adeptos de futebol nas redes sociais, satisfação e intenções comportamentais
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Esta tese teve como objetivo compreender o envolvimento dos adeptos de futebol nas redes sociais e o seu efeito na satisfação e nas intenções comportamentais. Realizaram-se cinco estudos interdependentes usando uma amostra de 425 adeptos de um clube da principal liga de futebol de Portugal. O primeiro estudo teve por objetivo propor e examinar um modelo conceptual para o envolvimento dos adeptos de futebol nas redes sociais por intermédio dos componentes da comunidade do clube, relação clube-adepto nas redes sociais, relação adepto-adepto nas redes sociais e cocriação de valor pelos adeptos nas redes sociais. Complementarmente, procurou-se avaliar o impacto do envolvimento na satisfação e nas intenções comportamentais. Os quatro estudos subsequentes analisaram isoladamente o efeito de cada um dos componentes propostos para o envolvimento na satisfação e intenções comportamentais. Os dados foram analisados através de análise fatorial confirmatória e modelos de equações estruturais. Os resultados do primeiro estudo sugerem que o envolvimento dos adeptos de futebol nas redes sociais pode ser medido pelos componentes da comunidade do clube, relação clube-adepto nas redes sociais, relação adepto-adepto nas redes sociais e cocriação de valor pelos adeptos nas redes sociais, confirmando o modelo conceptual proposto nesta tese. Complementarmente, o constructo do envolvimento mostrou um efeito positivo na satisfação com o clube e redes sociais e nas intenções comportamentais online e offline. Por fim, os resultados dos quatro estudos subsequentes sugerem que a comunidade do clube, a relação clube-adepto nas redes sociais, a relação adepto-adepto nas redes sociais e a cocriação de valor pelos adeptos nas redes sociais também influenciam positivamente na satisfação e nas intenções comportamentais. Implicações para a gestão dos clubes, limitações e direções para futuras pesquisas são discutidas a partir dos resultados obtidos.
This thesis aimed to understand fan engagement through social networking sites (SNS) and its effect on fans' satisfaction and behavioral intentions. Five interdependent studies were conducted using a sample of 425 fans from a Portuguese football team. The first study aimed to propose and examine a conceptual model of fan engagement through SNS through the following constructs: team community, team-to-fan relationship through SNS, fan-to-fan relationship through SNS and fan co-creation through SNS. In addition, it sought to assess the impact of fan engagement on satisfaction and behavioral intentions. The four subsequent studies examined separately the effect of each of the components proposed for the fan engagement construct on satisfaction and behavioral intentions. Data were analyzed using confirmatory factor analysis and structural equation modeling. The results of the first study showed that fan engagement through SNS can be measured by the following components: team community, team-to-fan relationship through SNS, fan-to-fan relationship through SNS and fan co-creation through SNS, confirming the conceptual model proposed in this thesis. In addition, the fan engagement construct showed a positive effect on fans' satisfaction with their team and SNS of the team and behavioral intentions on online and offline contexts. Finally, the results of the four subsequent studies suggested that team community, team-to-fan relationship through SNS, fan-to-fan relationship through SNS and fan co-creation through SNS also impact positively on fans' satisfaction and their behavioral intentions. Implications for the management of football teams, limitations and future research directions are discussed based on the results obtained.
This thesis aimed to understand fan engagement through social networking sites (SNS) and its effect on fans' satisfaction and behavioral intentions. Five interdependent studies were conducted using a sample of 425 fans from a Portuguese football team. The first study aimed to propose and examine a conceptual model of fan engagement through SNS through the following constructs: team community, team-to-fan relationship through SNS, fan-to-fan relationship through SNS and fan co-creation through SNS. In addition, it sought to assess the impact of fan engagement on satisfaction and behavioral intentions. The four subsequent studies examined separately the effect of each of the components proposed for the fan engagement construct on satisfaction and behavioral intentions. Data were analyzed using confirmatory factor analysis and structural equation modeling. The results of the first study showed that fan engagement through SNS can be measured by the following components: team community, team-to-fan relationship through SNS, fan-to-fan relationship through SNS and fan co-creation through SNS, confirming the conceptual model proposed in this thesis. In addition, the fan engagement construct showed a positive effect on fans' satisfaction with their team and SNS of the team and behavioral intentions on online and offline contexts. Finally, the results of the four subsequent studies suggested that team community, team-to-fan relationship through SNS, fan-to-fan relationship through SNS and fan co-creation through SNS also impact positively on fans' satisfaction and their behavioral intentions. Implications for the management of football teams, limitations and future research directions are discussed based on the results obtained.
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Palavras-chave
Envolvimento Futebol Clubes Adeptos Redes sociais Cocriação Comunidade Satisfação Intenções comportamentais Engagement Football Teams Fans Social networking sites Co-creation Community Satisfaction Behavioral Intentions