Publication
Marketing communication trends in sports organisations : case study : Futebol Clube do Porto, Sporting Clube de Portugal, Sport Lisboa e Benfica, Manchester United and Real Madrid
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Machado, Joana Pinto Leite César | |
| dc.contributor.author | Peixoto, Maria Inês Carvalho | |
| dc.date.accessioned | 2017-03-15T11:39:07Z | |
| dc.date.available | 2017-03-15T11:39:07Z | |
| dc.date.issued | 2016-07-11 | |
| dc.date.submitted | 2016 | |
| dc.description.abstract | Marketing communication environment has changed in the last two decades, new technologies are challenging traditional media. Communication is now dominated by the internet. Sports organisations begin to understand the opportunities that arise with web 2.0 and are demonstrating great involvement on online communities, such as Facebook, Twitter, Instagram, etc. Social networking sites (SNS) have become a key platform for brands to communicate with consumers. They became the most powerful tools for brands to engage and interact with consumers to create long lasting relationships. Sports are normally characterised by a high degree of consumer commitment and the football clubs are the sports with most followers/viewers in the world. SNS give clubs the possibility to establish a more direct, a two-way relationship with their fans. The emerging of new communication tools facilitates this process. Mobile marketing is one of the growing trends in sports industry and is still not explored to its full potential. Mobile devices, now-a-days, are very sophisticated and have a lot of functionalities which can come as a competitive advantage, if explored fully. For this study we used a case study strategy where we analyse five football clubs, namely Futebol Clube do Porto, Real Madrid, Manchester United, Sport Lisboa e Benfica and Sporting Clube de Portugal. We conducted a benchmark of the Facebook page, Instagram and mobile apps of these five clubs to understand how sports organisations are communicating with their fans and followers on SNS. Results show that sports brands are very active online, they try to be present in the day to day of their fans. They try to diverse the content they post and try to capture the consumers attentions. Most of the football clubs are present in all the SNS and most of them have mobile apps. Further research should investigate if the content posted online and if the mobile apps measure up to the consumers expectations. | en_EN |
| dc.identifier.tid | 201464780 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/21798 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Communication trends | pt_PT |
| dc.subject | Social media | pt_PT |
| dc.subject | Content analysis | pt_PT |
| dc.subject | Social networking | pt_PT |
| dc.subject | Sites | pt_PT |
| dc.subject | Sports organisations | pt_PT |
| dc.subject | Web 2.0 | pt_PT |
| dc.title | Marketing communication trends in sports organisations : case study : Futebol Clube do Porto, Sporting Clube de Portugal, Sport Lisboa e Benfica, Manchester United and Real Madrid | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing |