A carregar...
Publicação
A Experiência no Estádio e o “Feeling of Groundedness”
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 946.15 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A experiência no estádio é um elemento central na ligação emocional entre os adeptos e os clubes. Este estudo analisa a influência da gaze of experiencescape na imagem de marca e nas relações e interações parassociais, considerando o feeling of groundedness como variável moderadora, em estádios de futebol. Foram aplicadas técnicas de text mining a 32.762 comentários do TripAdvisor e um modelo de equações estruturais (PLS-SEM) para testar as relações propostas. Os resultados indicam que o feeling of groundedness é influenciado pelas dimensões sensoriais e simbólicas da experiência no estádio, reforçando a imagem de marca e as relações e interações parassociais dos adeptos com as equipas. Verificou-se ainda que o feeling of groundedness modera os efeitos da gaze of experiencescape sobre os restantes construtos. Estes resultados evidenciam o papel da experiência presencial como fator determinante na construção de laços identitários e emocionais entre adeptos e clubes.
The stadium experience is a central element in shaping the emotional connection between fans and football clubs. This study examines the influence of the gaze of experiencescape on brand image and on parasocial relationships and interactions, considering feeling of groundedness as a moderating variable within the context of football stadiums. Text mining techniques were applied to 32.762 TripAdvisor reviews, and a structural equation model (PLS-SEM) was developed to test the proposed relationships. The results indicate that feeling of groundedness is influenced by the sensory and symbolic dimensions of the stadium experience and consequently strengthens both brand image and fans’ parasocial relationships and interactions with their teams. Furthermore, feeling of groundedness moderates the effects of the gaze of experiencescape on the other constructs. These findings highlight the role of in-person experiences as a key factor in the development of emotional and identity bonds between fans and football clubs.
The stadium experience is a central element in shaping the emotional connection between fans and football clubs. This study examines the influence of the gaze of experiencescape on brand image and on parasocial relationships and interactions, considering feeling of groundedness as a moderating variable within the context of football stadiums. Text mining techniques were applied to 32.762 TripAdvisor reviews, and a structural equation model (PLS-SEM) was developed to test the proposed relationships. The results indicate that feeling of groundedness is influenced by the sensory and symbolic dimensions of the stadium experience and consequently strengthens both brand image and fans’ parasocial relationships and interactions with their teams. Furthermore, feeling of groundedness moderates the effects of the gaze of experiencescape on the other constructs. These findings highlight the role of in-person experiences as a key factor in the development of emotional and identity bonds between fans and football clubs.
Descrição
Palavras-chave
feeling of groundednes imagem de marca relações parassociais interações parassociais gaze of experiencescape