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Ciberespaço, responsabilidade social corporativa e marketing social no futebol: o caso da FIFA
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| 6.07 MB | Adobe PDF |
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Abstract(s)
No contexto atual, as redes sociais são fundamentais na comunicação de uma marca, empresa ou instituição, sendo cada vez mais importantes para a construção de uma reputação positiva. Este tipo de reputação pode ser criado tanto dentro como fora do ciberespaço, mas é relevante que seja sempre comunicada no online, já que é aqui que grande parte do público procura informação.
O público começou a olhar para as empresas como exemplos de comportamentos e de valores. Desta forma, com a utilização do marketing social, é possível para uma empresa expor ao público a sua posição sobre um tema e assinalar quão relevante este deve ser para a sociedade.
Neste estudo, iremos analisar a FIFA (Federação Internacional de Futebol) e o seu trabalho enquanto organização, com o objetivo de perceber se esta tem conseguido alcançar resultados positivos com as suas iniciativas, nomeadamente no domínio social.
Demonstraremos que, para a FIFA, o futebol não é apenas um desporto praticado dentro das quatro linhas e, por isso mesmo, pode ter uma grande influência no que toca à sensibilização e resolução de problemas, principalmente aqueles que têm na sua essência, causas de cariz social.
In the current context, social networks are fundamental in the communication of a brand, company or institution, being increasingly important for building a positive reputation. This type of reputation can be created both inside and outside cyberspace, but it is relevant that it is always communicated online, since this is where a large part of the public looks for information. The public has begun to look to companies as examples of behavior and values. Thus, with the use of social marketing, it is possible for a company to expose its position on an issue to the public and point out how relevant it should be to society. In this study, we will analyze FIFA (Fédération Internationale de Football Association) and its work as an organization, with the aim of understanding whether it has been able to achieve positive results with its initiatives, particularly in the social field. We will demonstrate that, for FIFA, soccer is not just a sport played on the field of play and, therefore, it can have a great influence when it comes to raising awareness and solving problems, especially those that have social causes at their core.
In the current context, social networks are fundamental in the communication of a brand, company or institution, being increasingly important for building a positive reputation. This type of reputation can be created both inside and outside cyberspace, but it is relevant that it is always communicated online, since this is where a large part of the public looks for information. The public has begun to look to companies as examples of behavior and values. Thus, with the use of social marketing, it is possible for a company to expose its position on an issue to the public and point out how relevant it should be to society. In this study, we will analyze FIFA (Fédération Internationale de Football Association) and its work as an organization, with the aim of understanding whether it has been able to achieve positive results with its initiatives, particularly in the social field. We will demonstrate that, for FIFA, soccer is not just a sport played on the field of play and, therefore, it can have a great influence when it comes to raising awareness and solving problems, especially those that have social causes at their core.
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Keywords
Ciberespaço Marketing Social Responsabilidade Social Futebol FIFA Cyberspace Social Marketing Social Responsability Soccer