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Publication
Utilização do Instagram: o caso dos atletas de futsal da Liga Placard
| Name: | Description: | Size: | Format: | |
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| 2.25 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A evolução tecnológica tem possibilitado uma interatividade maior e potenciado o desenvolvimento das redes sociais digitais levando a uma maior aposta das empresas e marcas no chamado Marketing digital. No sector desportivo, em especial o futsal, tem tido crescimentos significativos no número de atletas federados, fruto da sua crescente relevância. Nesta investigação, pretende-se contribuir para o conhecimento mais aprofundado das razões/finalidades que estão na base da decisão dos atletas da principal liga de futsal nacional (Liga Placard) de utilizarem uma conta na rede social Instagram. A metodologia utilizada teve por base a triangulação de métodos qualitativos e quantitativos, junto do universo de atletas de futsal da Liga Placard. Concluímos, que os atletas de futsal que usam o Instagram em média mais de 2 horas por dia utilizam-no, sobretudo, para socializar, como entretenimento e como diversão. Estes são significativamente mais propensos a fazê-lo para se promoverem a si próprios e aos parceiros, aumentarem a sua visibilidade, interagir com os adeptos e para partilhar as suas conquistas, do que o grupo que usa o Instagram menos de 2 horas por dia. Este estudo vem confirmar que existe um grande potencial relativo à comunicação digital, tanto da utilização destes atletas pelas marcas/empresas, como numa vertente mais profissional para a visibilidade e reputação dos próprios atletas.
The strong technological evolution enabled a bigger interaction between people and that has strongly contributed for the increase and development of the social networks. Therefore, brands/companies started to invest more in this communication platform. From another perspective, in sports, futsal has been gaining relevance in Portugal, attracting more and more federated athletes. By crossing these two subjects it is verified that the use of the Instagram social network by futsal athletes is still small, insipid and almost not explored. Throughout this dissertation, it is intended to contribute to a more in-depth knowledge of this reality, particularly in the field of digital marketing by investigating the reasons / purposes that lead futsal athletes from the major national league to use the social network Instagram. The methodology used was based on the triangulation of qualitative and quantitative methods in a sample of all futsal players of the placard league. We were able to conclude that futsal players from placard league use Instagram to socialize, as an entertainment, and that athletes who use the Instagram social network more than 2 hours a day are significantly more likely to do so to promote themselves, increase their visibility, interact with fans, promote their partners, and share their achievements than the group of athletes who use Instagram less than 2 hours a day. This investigation confirms that there is great potential for both, brands/companies to use these players in their digital communication, and for the players themselves in their visibility and reputation, in a more professional aspect.
The strong technological evolution enabled a bigger interaction between people and that has strongly contributed for the increase and development of the social networks. Therefore, brands/companies started to invest more in this communication platform. From another perspective, in sports, futsal has been gaining relevance in Portugal, attracting more and more federated athletes. By crossing these two subjects it is verified that the use of the Instagram social network by futsal athletes is still small, insipid and almost not explored. Throughout this dissertation, it is intended to contribute to a more in-depth knowledge of this reality, particularly in the field of digital marketing by investigating the reasons / purposes that lead futsal athletes from the major national league to use the social network Instagram. The methodology used was based on the triangulation of qualitative and quantitative methods in a sample of all futsal players of the placard league. We were able to conclude that futsal players from placard league use Instagram to socialize, as an entertainment, and that athletes who use the Instagram social network more than 2 hours a day are significantly more likely to do so to promote themselves, increase their visibility, interact with fans, promote their partners, and share their achievements than the group of athletes who use Instagram less than 2 hours a day. This investigation confirms that there is great potential for both, brands/companies to use these players in their digital communication, and for the players themselves in their visibility and reputation, in a more professional aspect.
Description
Keywords
Marketing Digital Redes Sociais Instagram Futsal