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Publication
Importância das redes sociais na fidelização de sócios e simpatizantes do Sport Lisboa e Benfica
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| 1.24 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Este estudo enquadrou-se na área do Marketing digital, mais propriamente nos meios de comunicação digital, como o Facebook, Instagram e Twitter, e teve como tema a importância das redes sociais na fidelização dos sócios e simpatizantes do Sport Lisboa e Benfica. Foram abordados temas como o marketing digital, as redes sociais, a fidelização, o desporto e a sua importância e os fans clientes.
A investigação teve como principal objetivo perceber, através dos conteúdos postados pelo Sport Lisboa e Benfica nas suas redes sociais, quais deles são considerados pelos adeptos os mais importantes, no ponto de vista que os tornam mais próximos e conseguem seguidores mais fiéis ao seu clube. Para o efeito, foi colocado um questionário na rede social Facebook, com 7 questões e 5 afirmações formuladas em escala de Likert. As afirmações só estavam disponíveis para os adeptos que acompanhassem o clube nas redes sociais.
Foram obtidas no total 104 respostas, das quais 77 inquiridos acompanhavam o Benfica nas redes sociais. Os dados foram analisados através do software SPSS e também o software Excel.
Com a análise dos dados obtidos percebe-se que é essencial para a comunicação do clube manter a presença nas redes sociais, pois a maioria dos adeptos considera importante a publicação de conteúdos como os de merchandising, acompanhamento de todos os jogos, conteúdos de agradecimento e apoio aos adeptos, e conteúdos relativos a outras modalidades. Desta forma, pode dizer-se que com o facto de os adeptos acompanharem os conteúdos publicados pelo clube nas redes sociais, a proximidade e a fidelização aumenta consideravelmente, pois este é um acompanhamento que acontece semanalmente ou até diariamente.
This study was made in the area of digital marketing, more specifically in the digital media, such as Facebook, Instagram and Twitter, and had as a theme the importance of social networks in the loyalty of partners and supporters of Sport Lisbon and Benfica, were addressed topics such as digital marketing, social networking, loyalty, sport and its importance, and fans clients. It had as a main objective to realize, through the contents posted by Sport Lisbon and Benfica in their social networks, which of them are considered by the fans the most important, from the point of view that this will make them closer and more loyal with their club. For that purpose was published a inquiry in the social network Facebook, with about 7 questions and 5 affirmations on a Likert scale, in this case the statements were only available for the fans accompanying the club social network. A total of 104 responses were obtained, of which 77 were following Benfica in social networks, the data was analyzed through SPSS software and also Excel software. With the analysis of the data obtained it is noticed that it is essential for the communication of the club to maintain a presence in the social networks, since that most of the questioned fans consider important the posting of contents such as merchandising, monitoring of all the games, content about the support given by the fans and content related to other modalities, this way it can be said that by the fact that followers follow the content posted by the club in social networks, proximity and loyalty increases considerably, because this is a weekly or even a daily follow-up.
This study was made in the area of digital marketing, more specifically in the digital media, such as Facebook, Instagram and Twitter, and had as a theme the importance of social networks in the loyalty of partners and supporters of Sport Lisbon and Benfica, were addressed topics such as digital marketing, social networking, loyalty, sport and its importance, and fans clients. It had as a main objective to realize, through the contents posted by Sport Lisbon and Benfica in their social networks, which of them are considered by the fans the most important, from the point of view that this will make them closer and more loyal with their club. For that purpose was published a inquiry in the social network Facebook, with about 7 questions and 5 affirmations on a Likert scale, in this case the statements were only available for the fans accompanying the club social network. A total of 104 responses were obtained, of which 77 were following Benfica in social networks, the data was analyzed through SPSS software and also Excel software. With the analysis of the data obtained it is noticed that it is essential for the communication of the club to maintain a presence in the social networks, since that most of the questioned fans consider important the posting of contents such as merchandising, monitoring of all the games, content about the support given by the fans and content related to other modalities, this way it can be said that by the fact that followers follow the content posted by the club in social networks, proximity and loyalty increases considerably, because this is a weekly or even a daily follow-up.
Description
Keywords
Redes Sociais Sport Lisboa e Benfica Fidelização Conteúdos