Publication
Beyond the court: the role of social media marketing in padel enthusiasm
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Dias, Joana Carmos | |
| dc.contributor.author | Duarte, João Nunes de Oliveira Frias | |
| dc.date.accessioned | 2024-07-26T10:38:05Z | |
| dc.date.available | 2024-07-26T10:38:05Z | |
| dc.date.issued | 2024-07-08 | |
| dc.description.abstract | In a modern business environment, constant customer communication is crucial to guaranteeing long-term mutual satisfaction. Social media has revolutionized this dynamic, providing increased visibility, direct feedback, and a reliable platform for interaction. Sports clubs are no exception, given the significant impact on consumer experiences. This study explores Padel, a racquet sport on the rise globally, with the main objective of understanding how clubs’ social media marketing can drive player engagement in Padel. To achieve this, a sample of 15 professional and non-professional Padel players was used to conduct semi-structured interviews. Data analysis was done according to the Thematic Analysis technique. Findings show that players value consistent and regular social media content, with clear information about services, engaging publications about social activities, and short, dynamic videos that entertain and educate players. Promoting official online groups and fostering relationships between players, coaches, and clubs are also crucial for long-term engagement. These insights offer practical strategies for Padel clubs to improve their social media marketing and strengthen their connection with the Padel community. | pt_PT |
| dc.identifier.tid | 203662458 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/51383 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Padel clubs | pt_PT |
| dc.subject | Social media marketing | pt_PT |
| dc.subject | Sports marketing | pt_PT |
| dc.subject | Player engagement | pt_PT |
| dc.subject | Content strategy | pt_PT |
| dc.subject | Community engagement | pt_PT |
| dc.title | Beyond the court: the role of social media marketing in padel enthusiasm | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | closedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto Português de Administração de Marketing | |
| thesis.degree.name | Mestrado em Marketing | pt_PT |