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Publication
Uso do Twitter pelas equipas de eSports
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.85 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O eSports, ou desportos eletrónicos, é o termo que foi atribuído ao setor competitivo do gaming onde jogadores profissionais competem entre si. O aparecimento dos eSports foi acompanhado da criação de equipas de eSports, ou seja, de equipas que, à semelhança dos desportos tradicionais, contratam jogadores para jogarem e as representarem nas diversas competições e eventos. Estas equipas de eSports, para contactarem com os seus fãs e conseguirem criar e manter uma boa relação com eles, acabam muitas vezes por escolher a rede social Twitter para o fazerem, uma vez que permite às equipas, de uma forma rápida, instantânea, chegarem aos seus fãs e receberem feedback. Este estudo tem como objetivo comparar diversas equipas de eSports no Twitter, para perceber e categorizar os diferentes tipos de publicações em que cada uma aposta e ainda compreender como é que os utilizadores do Twitter interagem com estes diferentes tipos de publicações das equipas. Para atingir estes objetivos, adotei um tipo de pesquisa quali-quantitativo, onde analisei as diferentes contas oficiais de Twitter de cada equipa, comparando-as entre si, os conteúdos que colocam nas redes sociais para os seus fãs e ainda como estes reagem a cada tipo de publicações que a sua equipa faz, analisando o engagement que cada tweet gera. As principais conclusões obtidas foram a existência de duas formas distintas de utilizar o Twitter por parte das equipas de eSports: na primeira, apenas publicam o essencial, focando-se principalmente em informações sobre as equipas, enquanto na segunda se preocupam em publicar constantemente e manter uma relação próxima com os seus seguidores, dando por isso bastante enfâse à interação com os fãs. Outra conclusão obtida foi a preferência dos fãs, tendo em conta o engagement, pelas publicações que tinham como objetivo entreter.
eSports, or electronic sports, is the term that has been attributed to the competitive gaming sector where professional gamers compete with each other. The emergence of eSports was accompanied by the creation of eSports teams, that is, teams that, like traditional sports, hire players to play and represent them in various competitions and events. These eSports teams, in order to contact their fans and manage to create and maintain a good relationship with them, often end up choosing the social network Twitter to do so, as it allows teams to quickly and instantly arrive to their fans and get feedback. This study aims to compare different eSports teams on Twitter, to understand and categorize the different types of publications each one uses and also understand how Twitter users interact with these different types of publications from the teams. To achieve these goals, I adopted a type of quali-quantitative research, where I analysed the different official Twitter accounts of each team, comparing them to each other, the content they post on social networks for their fans and how they react to each type of posts that your team makes, analysing the engagement that each tweet generates. The main conclusions obtained were the existence of two distinct ways of using Twitter by the eSports teams: in the first, they only publish the essentials, focusing mainly on information about the teams, while in the second they are concerned with constantly publishing and maintaining a close relationship with their followers, therefore placing a lot of emphasis on interaction with fans. Another conclusion obtained was the fan preference, considering engagement, for publications that aimed to entertain.
eSports, or electronic sports, is the term that has been attributed to the competitive gaming sector where professional gamers compete with each other. The emergence of eSports was accompanied by the creation of eSports teams, that is, teams that, like traditional sports, hire players to play and represent them in various competitions and events. These eSports teams, in order to contact their fans and manage to create and maintain a good relationship with them, often end up choosing the social network Twitter to do so, as it allows teams to quickly and instantly arrive to their fans and get feedback. This study aims to compare different eSports teams on Twitter, to understand and categorize the different types of publications each one uses and also understand how Twitter users interact with these different types of publications from the teams. To achieve these goals, I adopted a type of quali-quantitative research, where I analysed the different official Twitter accounts of each team, comparing them to each other, the content they post on social networks for their fans and how they react to each type of posts that your team makes, analysing the engagement that each tweet generates. The main conclusions obtained were the existence of two distinct ways of using Twitter by the eSports teams: in the first, they only publish the essentials, focusing mainly on information about the teams, while in the second they are concerned with constantly publishing and maintaining a close relationship with their followers, therefore placing a lot of emphasis on interaction with fans. Another conclusion obtained was the fan preference, considering engagement, for publications that aimed to entertain.
Description
Keywords
eSports Twitter Engagement Marketing Digital