Tipos de comunicações utilizadas pelos atletas famosos: uma análise na rede social Twitter

• Autor(a) principal: Ferreira, Renata Costa
• Data de Publicação: 2021
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UFU
• Texto Completo: https://repositorio.ufu.br/handle/123456789/31831
• topic: Twitter; Marketing digital; Marketing esportivo; Atletas; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

This paper examines how famous athletes, according to ESPN (2019) classification, communicate through Twitter, identifying and categorizing different types of communication. The choice of this issue is due to the great popularity of social networking services and the increase in the number of users who use them as a source of information in real time, with Twitter having a great visibility with regard to sports. This paper was also carried out in order to further discuss this topic, since digital world has undergone significant transformations in the last decade. The data was collected using the documentary research method, composing a sample of 240 tweets. Finally, data analysis was carried out and new categories that had not been identified in Pegoraro (2010) and Frederick et al. (2012) studies were discovered, such as: matters of primary importance, amenities and related to celebrities.It was found that the main way this tool is used is to promote someone else's product, business or brand, which allows brands to promote marketing actions through the image of sportsmen.