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Publication
Os New Media e a Literacia Desportiva: um estudo sobre clubes desportivos
| Name: | Description: | Size: | Format: | |
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| 1.28 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A presente dissertação tem como principal objetivo averiguar se os new media aumentam a satisfação com o clube de futebol e se esse impacto é mediado pela literacia desportiva, ou seja, se os adeptos dos clubes se sentem mais satisfeitos ao informarem-se através das redes sociais. Tendo em conta o paradigma moderno, em que a tendência da sociedade passa pelo mundo digital, o presente estudo analisa também o diferencial de geração a utilizar estas novas plataformas informativas, nomeadamente, a geração Z em comparação com a geração Y. No entanto, a literacia desportiva, pode variar de adepto para adepto, o que pode afetar, consequentemente, o nível de satisfação do adepto com o seu clube, neste caso, com a comunicação do seu clube nos new media. Então, nesse sentido, foram também traçados objetivos específicos que retratem a necessidade de responder a essa questão. Porém, o que pode levar um adepto a estar satisfeito com a comunicação do seu clube nos new media pode não ser só a literacia desportiva, mas sim um conjunto de variáveis, como a credibilidade das publicações, a regularidade ou qualidade das mesmas. Num ponto geral, a presente dissertação faz a ligação geracional com as novas plataformas comunicacionais das empresas e/ou clubes, os consumidores sobre quem essas empresas e/ou clubes publicam, a diferenciação da satisfação dos adeptos dos variados clubes, assim como, as variáveis que mais importam para um e-consumer estar satisfeito.
The main objective of this dissertation is to find out if the new media increase satisfaction with the football club and if this impact is mediated by sports literacy, that is, if the fans of the clubs feel more satisfied when informing themselves through social networks. Taking into account the modern paradigm, in which the trend of society passes through the digital world, the present study also analyzes the generation differential to use these new information platforms, namely, generation Z in comparison with generation Y. However, sports literacy can vary from supporter to supporter, which can consequently affect the level of satisfaction of the supporter with your club, in this case, with your club's communication in the new media. So, in that sense, specific objectives were also outlined that portray the need to answer this question. However, what can lead a fan to be satisfied with the communication of his club in the new media, may not be only sports literacy, but a set of variables, such as the credibility of the publications, their regularity or quality. In general, this dissertation makes the generational link with the new communication platforms of companies and / or clubs, the consumers about whom these companies and / or clubs publish, the differentiation of the satisfaction of the fans of the different clubs, as well as the variables that matter most for an e-consumer to be satisfied.
The main objective of this dissertation is to find out if the new media increase satisfaction with the football club and if this impact is mediated by sports literacy, that is, if the fans of the clubs feel more satisfied when informing themselves through social networks. Taking into account the modern paradigm, in which the trend of society passes through the digital world, the present study also analyzes the generation differential to use these new information platforms, namely, generation Z in comparison with generation Y. However, sports literacy can vary from supporter to supporter, which can consequently affect the level of satisfaction of the supporter with your club, in this case, with your club's communication in the new media. So, in that sense, specific objectives were also outlined that portray the need to answer this question. However, what can lead a fan to be satisfied with the communication of his club in the new media, may not be only sports literacy, but a set of variables, such as the credibility of the publications, their regularity or quality. In general, this dissertation makes the generational link with the new communication platforms of companies and / or clubs, the consumers about whom these companies and / or clubs publish, the differentiation of the satisfaction of the fans of the different clubs, as well as the variables that matter most for an e-consumer to be satisfied.
Description
Keywords
Marketing Digital New media Redes Sociais Media tradicionais Literacia Desportiva Diferencial de Gerações Futebol Clubes Satisfação