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Os clubes de futebol não fogem à realidade da nova era digital. A evolução da comunicação digital representa uma oportunidade para os clubes reforçarem a relação com os seua adeptos. É a partir das interações com o clube que os adeptos desenvolvem as suas perceções sobre o mesmo, o que pode influenciar a reputação do clube. A presente investigação procurou estudar a relação entre a comunicação digital e a reputação de marca no âmbito dos clubes de futebol profissional. Para a análise do estudo, foi adotada a abordagem exploratória qualitativa, com recurso à análise de conteúdo de comentários das redes sociais e ao estudo de caso do Sporting Clube de Portugal. Concluiu-se que os adeptos utilizam as redes sociais como comunidades digitais e espaços de convívio, para partilhar as suas opiniões com outros adeptos. Além disso, também interagem diretamente com os clubes e espelham o vínculo emocional que estabeleceram com o mesmo. No final, foi possível concluir que a comunicação digital de um clube de futebol influencia a reputação do mesmo, uma vez que molda a perceção dos adeptos em relação a este. Do ponto de vista teórico, este estudo contribui para o aprofundamento do entendimento sobre a relação entre comunicação digital e reputação de marca no contexto desportivo. Em termos práticos, o estudo oferece orientações para gestores de comunicação e marketing dos clubes, destacando a necessidade de estratégias digitais autênticas, interativas e centradas na experiência do adepto.
Football clubs are not immune to the reality of the new digital age. The evolution of digital communication represents an opportunity for clubs to strengthen their relationship with their supporters. It is through interactions with the club that supporters develop their perceptions of it, which can influence the club's reputation. Therefore, this research aims to study the relationship between digital communication and brand reputation in the context of professional football clubs. A qualitative exploratory approach was followed for the study analysis, using content analysis of social media comments and a case study of Sporting Clube de Portugal. It was found that supporters use social media as digital communities and spaces for socialising, to share their opinions with other supporters. Moreover, also through social media, supporters interact directly with the club and display the emotional bond they have established with their club. Ultimately, it was possible to conclude that a football club's digital communication does have an influence on its reputation, as it shapes supporters' perceptions of the club. From a theoretical standpoint, this study contributes to a deeper understanding of the relationship between digital communication and brand reputation within the sports context. In practical terms, the study provides guidance for club communication and marketing managers, highlighting the need for authentic, interactive, and fan-centered digital strategies.
Football clubs are not immune to the reality of the new digital age. The evolution of digital communication represents an opportunity for clubs to strengthen their relationship with their supporters. It is through interactions with the club that supporters develop their perceptions of it, which can influence the club's reputation. Therefore, this research aims to study the relationship between digital communication and brand reputation in the context of professional football clubs. A qualitative exploratory approach was followed for the study analysis, using content analysis of social media comments and a case study of Sporting Clube de Portugal. It was found that supporters use social media as digital communities and spaces for socialising, to share their opinions with other supporters. Moreover, also through social media, supporters interact directly with the club and display the emotional bond they have established with their club. Ultimately, it was possible to conclude that a football club's digital communication does have an influence on its reputation, as it shapes supporters' perceptions of the club. From a theoretical standpoint, this study contributes to a deeper understanding of the relationship between digital communication and brand reputation within the sports context. In practical terms, the study provides guidance for club communication and marketing managers, highlighting the need for authentic, interactive, and fan-centered digital strategies.
Descrição
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Palavras-chave
Comunicação digital Redes sociais Reputação de marca Futebol profissional Sporting Clube de Portugal