Percorrer por autor "Ferreira, Frederico Correia"
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- Consumer engagement with football brands on social media : what drives consumers to engage with FC Porto on social media?Publication . Ferreira, Frederico Correia; Machado, Joana Pinto Leite CésarFacebook, and recently Instagram, are established marketing tools that allow brands to connect and engage with their consumers at a level far beyond the reach of traditional offline marketing. To fine tune their messages on social media, brands need to know their consumers’ motivations to engage. However, this information is especially difficult to assemble for sports brands, and, particularly, for football brands. Football consumers are extremely passionate and unpredictable, and, moreover, the core product is highly intangible. Hence, the goal of our research is to understand what are the motivations for FC Porto fans to engage with the brand on Facebook and Instagram. To reach that goal, an online survey was performed and 250 questionnaires were collected. Since the social media strategy followed by FC Porto is developed around the games, we performed a cluster analysis dividing fans into two groups: game-enthusiastic and game-detached. We used Linear Regressions to measure the motivations before and after the clusters analysis. Prior to the clusters analysis, evidence shows the motivations that significantly trigger consumer engagement the most on Facebook are social influence, entertainment, search for information and reward. On Instagram, the most influential motivations are entertainment and reward. After the clusters analysis, evidence shows that consumer engagement on Facebook for cluster nº1 is triggered by entertainment and social influence, and for cluster nº2 is triggered by entertainment, social influence and reward. Regarding Instagram, cluster nº1 is triggered by entertainment, social influence and reward, and cluster nº2 is triggered by entertainment and reward.
- Motives to engage with sports brands on Facebook and Instagram – the case of a Portuguese football clubPublication . Machado, Joana César; Martins, Carla Carvalho; Ferreira, Frederico Correia; Silva, Susana Costa e; Duarte, Paulo AlexandrePurpose Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram. Design/methodology/approach An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand analysed was built around games, the authors divided fans into two groups based on the main method in which the club's games are watched: in stadium versus mediated. Multiple linear regression analysis was used to explore the relationship between motivations and fans' engagement, through content consumption and contribution, on Facebook and Instagram. Analysis was performed first with the whole sample and then by group (stadium attendance vs mediated attendance fans). Findings The findings show that social influence, entertainment, searching for information and rewards are the most relevant motivations for consumers to engage with brand-related content on Facebook. Entertainment, rewards and social influence are the main motivations influencing consumer interactions on Instagram. Group moderation was only confirmed in the impact of social influence on Facebook page content consumption. Originality/value The results provide valuable insights into the social media marketing activities of sports brands, which will assist brand managers to develop strategies for effectively stimulating engagement with the different groups of fans.