Social Media Marketing of Football Clubs
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.6/11875 |
Resumo: | The various existing social media platforms aim at interaction and connectivity between users within online communities through the production and sharing of content. Similar to sports, social media allows users to obtain experiences that often stirs emotion. This empirical study combines the football component with social media, in which, through multiple linear regression, the performance of posts on social networks, Facebook, Instagram and Twitter, of the three biggest Portuguese clubs, is evaluated: Benfica, Porto and Sporting. This research reviews the literature of sports fanaticism, the structure and content of posts, combined with a bibliometric analysis of social media, which allows the understanding of this vast theme in four components: Social media engagement, User Generated Content, Online Communities, and Content Marketing. Through the testing of the hypotheses written for this research, assertive conclusions were obtained about the performance of social media posts in the sports field, such as, the relevance of visual posts, compared to textual posts; the effectiveness of posts that refer to the nostalgia of the supporter; and the determination of the social network most suitable for the accompaniment of a live football match. |
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Social Media Marketing of Football ClubsA Study with Benfica, Porto, and SportingAnálise BibliométricaMarketing DesportivoRedes SociasRegressão Linear MúltiplaDomínio/Área Científica::Ciências Sociais::MarketingThe various existing social media platforms aim at interaction and connectivity between users within online communities through the production and sharing of content. Similar to sports, social media allows users to obtain experiences that often stirs emotion. This empirical study combines the football component with social media, in which, through multiple linear regression, the performance of posts on social networks, Facebook, Instagram and Twitter, of the three biggest Portuguese clubs, is evaluated: Benfica, Porto and Sporting. This research reviews the literature of sports fanaticism, the structure and content of posts, combined with a bibliometric analysis of social media, which allows the understanding of this vast theme in four components: Social media engagement, User Generated Content, Online Communities, and Content Marketing. Through the testing of the hypotheses written for this research, assertive conclusions were obtained about the performance of social media posts in the sports field, such as, the relevance of visual posts, compared to textual posts; the effectiveness of posts that refer to the nostalgia of the supporter; and the determination of the social network most suitable for the accompaniment of a live football match.As várias plataformas de social media existentes, têm como objetivo a interação e conectividade entre utilizadores, dentro de comunidades online através de produção e partilha de conteúdo, desta forma, semelhante ao mundo do desporto, social media permite aos utilizadores obterem experiências que muitas vezes mexem com a emoção. Este estudo empírico alia a componente do futebol ao social media, em que, através de uma regressão linear múltipla, avalia-se a performance de posts nas redes sociais, Facebook, Instagram e Twitter, dos três maiores clubes portugueses: Benfica, Porto e Sporting. Esta investigação revê a literatura do fanatismo desportivo, da estrutura e conteúdo de posts, aliada a uma análise bibliométrica sobre social media, que permite a compreensão deste vasto tema em quatro compontentes: Social media engagement, User Generated Content, Comunidades Online, e Marketing de Conteúdo. Através da testagem das hipóteses redigidas para esta investigação, foram obtidas conclusões assertivas sobre a performance de posts de social media no âmbito desportivo, tais como, a relevância de posts visuais, face a posts textuais; a eficácia de posts que remetem à nostalgia do adepto; e a determinação da rede social mais indicada para o acompanhamento de um jogo de futebol a decorrer ao vivo.Rodrigues, Ricardo José de Ascensão GouveiaDuarte, Paulo Alexandre OliveiraGouveia, Ana Isabel Antunes Dias RodriguesuBibliorumPereira, João Alfredo Carvalho Santos2022-01-17T17:04:11Z2021-01-132020-11-272021-01-13T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.6/11875TID:202858693enginfo: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:RCAAP2023-12-15T09:54:38Zoai:ubibliorum.ubi.pt:10400.6/11875Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:51:33.852052Repositório 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 |
Social Media Marketing of Football Clubs A Study with Benfica, Porto, and Sporting |
title |
Social Media Marketing of Football Clubs |
spellingShingle |
Social Media Marketing of Football Clubs Pereira, João Alfredo Carvalho Santos Análise Bibliométrica Marketing Desportivo Redes Socias Regressão Linear Múltipla Domínio/Área Científica::Ciências Sociais::Marketing |
title_short |
Social Media Marketing of Football Clubs |
title_full |
Social Media Marketing of Football Clubs |
title_fullStr |
Social Media Marketing of Football Clubs |
title_full_unstemmed |
Social Media Marketing of Football Clubs |
title_sort |
Social Media Marketing of Football Clubs |
author |
Pereira, João Alfredo Carvalho Santos |
author_facet |
Pereira, João Alfredo Carvalho Santos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rodrigues, Ricardo José de Ascensão Gouveia Duarte, Paulo Alexandre Oliveira Gouveia, Ana Isabel Antunes Dias Rodrigues uBibliorum |
dc.contributor.author.fl_str_mv |
Pereira, João Alfredo Carvalho Santos |
dc.subject.por.fl_str_mv |
Análise Bibliométrica Marketing Desportivo Redes Socias Regressão Linear Múltipla Domínio/Área Científica::Ciências Sociais::Marketing |
topic |
Análise Bibliométrica Marketing Desportivo Redes Socias Regressão Linear Múltipla Domínio/Área Científica::Ciências Sociais::Marketing |
description |
The various existing social media platforms aim at interaction and connectivity between users within online communities through the production and sharing of content. Similar to sports, social media allows users to obtain experiences that often stirs emotion. This empirical study combines the football component with social media, in which, through multiple linear regression, the performance of posts on social networks, Facebook, Instagram and Twitter, of the three biggest Portuguese clubs, is evaluated: Benfica, Porto and Sporting. This research reviews the literature of sports fanaticism, the structure and content of posts, combined with a bibliometric analysis of social media, which allows the understanding of this vast theme in four components: Social media engagement, User Generated Content, Online Communities, and Content Marketing. Through the testing of the hypotheses written for this research, assertive conclusions were obtained about the performance of social media posts in the sports field, such as, the relevance of visual posts, compared to textual posts; the effectiveness of posts that refer to the nostalgia of the supporter; and the determination of the social network most suitable for the accompaniment of a live football match. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-11-27 2021-01-13 2021-01-13T00:00:00Z 2022-01-17T17:04:11Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.6/11875 TID:202858693 |
url |
http://hdl.handle.net/10400.6/11875 |
identifier_str_mv |
TID:202858693 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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 |
repository.mail.fl_str_mv |
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1799136404637220864 |