Fan loyalty as a major determinant for using data analytics in sport sponsorship

Detalhes bibliográficos
Autor(a) principal: Herrouz, Jihene
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/142540
Resumo: Data analytics is a substantial element of today’s marketing communication. Nonetheless, marketers, sponsors and researchers lack a holistic and comprehensive understanding of key determinants for using analytical tools in sports sponsor ship. There is an agreement around the role of data analytics in driving revenues, however researchers do not delve into the sports fan loyalty as major determinant for using data analytics in sport sponsorship. The purpose of this thesis is to understand how the loyalty of the sports consumer should be the driver for organizations to employ data driven strategies. Both qualitative and quantitative methods were applied, through conducting semi-structured interviews with industry experts and an analysis of secondary data collected from company reports. Results suggest that the sports consumer is different than other types of consumers, and that trends in sports sponsorship are driven and influenced by fan loyalty.
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spelling Fan loyalty as a major determinant for using data analytics in sport sponsorshipData analyticsFan loyaltySport sponsorshipFan engagementDomínio/Área Científica::Ciências Sociais::Economia e GestãoData analytics is a substantial element of today’s marketing communication. Nonetheless, marketers, sponsors and researchers lack a holistic and comprehensive understanding of key determinants for using analytical tools in sports sponsor ship. There is an agreement around the role of data analytics in driving revenues, however researchers do not delve into the sports fan loyalty as major determinant for using data analytics in sport sponsorship. The purpose of this thesis is to understand how the loyalty of the sports consumer should be the driver for organizations to employ data driven strategies. Both qualitative and quantitative methods were applied, through conducting semi-structured interviews with industry experts and an analysis of secondary data collected from company reports. Results suggest that the sports consumer is different than other types of consumers, and that trends in sports sponsorship are driven and influenced by fan loyalty.Brinca, PedroRUNHerrouz, Jihene2022-07-28T09:28:57Z2022-01-202021-12-162022-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/142540TID:203022076enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:20:18Zoai:run.unl.pt:10362/142540Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:50:22.697164Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Fan loyalty as a major determinant for using data analytics in sport sponsorship
title Fan loyalty as a major determinant for using data analytics in sport sponsorship
spellingShingle Fan loyalty as a major determinant for using data analytics in sport sponsorship
Herrouz, Jihene
Data analytics
Fan loyalty
Sport sponsorship
Fan engagement
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Fan loyalty as a major determinant for using data analytics in sport sponsorship
title_full Fan loyalty as a major determinant for using data analytics in sport sponsorship
title_fullStr Fan loyalty as a major determinant for using data analytics in sport sponsorship
title_full_unstemmed Fan loyalty as a major determinant for using data analytics in sport sponsorship
title_sort Fan loyalty as a major determinant for using data analytics in sport sponsorship
author Herrouz, Jihene
author_facet Herrouz, Jihene
author_role author
dc.contributor.none.fl_str_mv Brinca, Pedro
RUN
dc.contributor.author.fl_str_mv Herrouz, Jihene
dc.subject.por.fl_str_mv Data analytics
Fan loyalty
Sport sponsorship
Fan engagement
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Data analytics
Fan loyalty
Sport sponsorship
Fan engagement
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Data analytics is a substantial element of today’s marketing communication. Nonetheless, marketers, sponsors and researchers lack a holistic and comprehensive understanding of key determinants for using analytical tools in sports sponsor ship. There is an agreement around the role of data analytics in driving revenues, however researchers do not delve into the sports fan loyalty as major determinant for using data analytics in sport sponsorship. The purpose of this thesis is to understand how the loyalty of the sports consumer should be the driver for organizations to employ data driven strategies. Both qualitative and quantitative methods were applied, through conducting semi-structured interviews with industry experts and an analysis of secondary data collected from company reports. Results suggest that the sports consumer is different than other types of consumers, and that trends in sports sponsorship are driven and influenced by fan loyalty.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-16
2022-07-28T09:28:57Z
2022-01-20
2022-01-20T00:00:00Z
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dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/142540
TID:203022076
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dc.language.iso.fl_str_mv eng
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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