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Publicação
Influência do Marketing de Conteúdo no Comportamento do Consumidor: o caso do Sport Lisboa e Benfica no Instagram
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| 59.72 MB | Adobe PDF |
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O tema da dissertação pretende investigar e compreender os efeitos de técnicas de
Marketing de Conteúdo no Comportamento do Consumidor. É analisado concretamente o
caso do Sport Lisboa e Benfica, dado ser um dos mais clubes desportivos em Portugal
(Sousa & Vieira, 2018), e, por esse mesmo motivo possui um elevado número de adeptos,
e, acordo com Koronios, et all. (2020), os adeptos possuem uma relação forte com os
clubes de futebol, o que faz com que adotem mais comportamentos de consumo (Balliauw,
Onghena & Mulkens, 2020).
Foi efetuada uma análise documental à página de Instagram do Sport Lisboa e Benfica, de
modo a compreender a estratégia comunicativa do clube nas redes sociais, assim como
uma entrevista semi-estruturada a adeptos dentro da amostra considerada.
Após o cruzamento dos dois métodos de análise qualitativa, os resultados foram discutidos
e foram sugeridas melhorias para que Sport Lisboa e Benfica fortalecesse ainda mais o
vínculo com os seus adeptos.
The dissertation's theme aims to investigate and understand the effects of Content Marketing techniques on Consumer Behavior. It specifically analyzes the case of Sport Lisboa e Benfica, as it is one of the most prominent sports clubs in Portugal (Sousa & Vieira, 2018) and, for that reason, has a large number of fans. According to Koronios et al. (2020), football fans have a strong relationship with football clubs, leading them to exhibit more consumption behaviors (Balliauw, Onghena & Mulkens, 2020). A documentary analysis was conducted on Sport Lisboa e Benfica's Instagram page to understand the club's communication strategy on social media. Additionally, semistructured interviews were conducted with fans within the selected sample. After the cross-analysis of these two qualitative research methods, the results were discussed, and recommendations were made to further strengthen the bond between Sport Lisboa e Benfica and its fans.
The dissertation's theme aims to investigate and understand the effects of Content Marketing techniques on Consumer Behavior. It specifically analyzes the case of Sport Lisboa e Benfica, as it is one of the most prominent sports clubs in Portugal (Sousa & Vieira, 2018) and, for that reason, has a large number of fans. According to Koronios et al. (2020), football fans have a strong relationship with football clubs, leading them to exhibit more consumption behaviors (Balliauw, Onghena & Mulkens, 2020). A documentary analysis was conducted on Sport Lisboa e Benfica's Instagram page to understand the club's communication strategy on social media. Additionally, semistructured interviews were conducted with fans within the selected sample. After the cross-analysis of these two qualitative research methods, the results were discussed, and recommendations were made to further strengthen the bond between Sport Lisboa e Benfica and its fans.
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Sport Lisboa e Benfica (SLB) Marketing de Conteúdo Comportamento do consumidor Instagram