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A utilização de plataformas digitais para envolver adeptos desportivos
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| 1.67 MB | Adobe PDF |
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Abstract(s)
A presente dissertação analisa a forma como o envolvimento dos adeptos em plataformas digitais influencia a identificação com a equipa e a lealdade aos clubes desportivos. Partindo da crescente relevância das plataformas digitais no setor desportivo, o estudo propõe um modelo que considera três subdimensões do envolvimento digital, consumo, contribuição e criação de conteúdo, e investiga as suas relações com a identificação com a equipa e a lealdade. A metodologia adotada é mista, combinando a análise estatística de dados recolhidos por questionário, com entrevistas a profissionais de marketing desportivo. Os resultados demonstram que o consumo e a criação de conteúdo digital têm um impacto significativo na identificação com a equipa, enquanto a lealdade é fortemente influenciada pela identificação com a equipa. A identificação com jogadores surge como um fator complementar, particularmente relevante em contextos de elevada notoriedade individual. As conclusões do estudo oferecem contributos teóricos para a literatura de marketing desportivo, e implicações práticas para clubes que procuram potenciar os laços com os seus adeptos, através de estratégias digitais eficazes.
This dissertation analyzes how fan engagement on digital platforms influences team identification and loyalty to sports clubs. Considering the growing importance of digital platforms in the sports sector, the study proposes a model that includes three sub-dimensions of digital engagement—consumption, contribution, and content creation—and investigates their relationships with team identification and loyalty. A mixed-methods approach was adopted, combining statistical analysis of data collected through a questionnaire with interviews conducted with sports marketing professionals. The results show that digital content consumption and creation have a significant impact on team identification, while loyalty is strongly influenced by team identification. Identification with players emerges as a complementary factor, particularly relevant in contexts of high individual visibility. The study's conclusions offer theoretical contributions to the sports marketing literature and practical implications for clubs seeking to strengthen their ties with fans through effective digital strategies.
This dissertation analyzes how fan engagement on digital platforms influences team identification and loyalty to sports clubs. Considering the growing importance of digital platforms in the sports sector, the study proposes a model that includes three sub-dimensions of digital engagement—consumption, contribution, and content creation—and investigates their relationships with team identification and loyalty. A mixed-methods approach was adopted, combining statistical analysis of data collected through a questionnaire with interviews conducted with sports marketing professionals. The results show that digital content consumption and creation have a significant impact on team identification, while loyalty is strongly influenced by team identification. Identification with players emerges as a complementary factor, particularly relevant in contexts of high individual visibility. The study's conclusions offer theoretical contributions to the sports marketing literature and practical implications for clubs seeking to strengthen their ties with fans through effective digital strategies.
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Keywords
Marketing desportivo Plataformas digitais Envolvimento Identificação com a equipa Lealdade