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Publication
Influência do Brand Equity no comportamento do consumidor de desporto nas redes sociais
| Name: | Description: | Size: | Format: | |
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| 1.43 MB | Adobe PDF |
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Abstract(s)
As redes sociais têm-se evidenciado como uma ferramenta importante na formulação de uma comunicação estratégica dos clubes desportivos. O envolvimento das redes sociais no desporto tem exigido aos clubes desportivos que direcionem a sua comunicação para estes canais, conseguindo assim adaptar-se às características das diferentes plataformas. Por outro lado, tradicionalmente, no mundo desportivo, as marcas, para além da função de identificar os clubes e organizações, detêm um valor anexado pelos próprios consumidores, o Brand Equity. Neste sentido, o presente estudo tem como objetivo geral verificar a influência do Brand Equity no comportamento dos consumidores de desporto nas redes sociais. O estudo caracteriza-se por ser descritivo e quantitativo, com recolha de dados realizada por intermédio de inquérito online aos apoiantes da equipa de futebol principal masculino do Sport Lisboa e Benfica e seguidores da página oficial de Facebook do clube. A amostra do estudo reuniu um total de 152 inquiridos.
Desta forma, através da utilização dos constructos Brand Equity, Social Media Involvement, Perceived Social Media Marketing Activities by consumers e Motivations for Social Media Engagement, conclui-se que o Brand Equity influencia positivamente o comportamento do consumidor desportivo nas redes sociais, suportando as hipóteses previamente definidas.
Social Media has been highlighted as an important and strategic communication tool by sport clubs around the world. The involvement of social media in sports has required sport clubs to direct their communication to these channels, adapting their characteristics to different platforms. On the other hand, traditionally, in the world of sports, in addition to identify sport clubs and organizations, brands hold a value attached by consumers. The present study has as the main goal to verify the influence of Brand equity on Social Media Sports Consumers behaviour. This study is descriptive and quantitative, with data collected from an online survey made to fans of Sport Lisboa e Benfica men first football team and followers of official Facebook page of the team. The study sample covers 152 respondents. Therefore, through the application of Brand Equity, Social Media Involvement, Perceived Social Media Marketing Activities by consumers and Motivations for Social Media Engagement constructs, concludes that Brand Equity has a positive influence on Social Media Sports Consumers behaviour, supporting the hypotheses previously defined.
Social Media has been highlighted as an important and strategic communication tool by sport clubs around the world. The involvement of social media in sports has required sport clubs to direct their communication to these channels, adapting their characteristics to different platforms. On the other hand, traditionally, in the world of sports, in addition to identify sport clubs and organizations, brands hold a value attached by consumers. The present study has as the main goal to verify the influence of Brand equity on Social Media Sports Consumers behaviour. This study is descriptive and quantitative, with data collected from an online survey made to fans of Sport Lisboa e Benfica men first football team and followers of official Facebook page of the team. The study sample covers 152 respondents. Therefore, through the application of Brand Equity, Social Media Involvement, Perceived Social Media Marketing Activities by consumers and Motivations for Social Media Engagement constructs, concludes that Brand Equity has a positive influence on Social Media Sports Consumers behaviour, supporting the hypotheses previously defined.
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Keywords
Marketing Desportivo Redes sociais Marketing de Redes Sociais Facebook Brand Equity