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Authors
Advisor(s)
Abstract(s)
O tema da presente dissertação incide na compreensão de quais os efeitos que a qualidade
da relação e que a comunicação e engagement1 no Instagram, têm nos comportamentos de
consumo dos adeptos do Sport Lisboa e Benfica (SLB). Na sua generalidade, os adeptos têm
uma forte relação com os clubes de futebol (Koronios, Travlos, Douvis & Papadopoulos,
2020) e a rede social Instagram, enquanto plataforma comunicacional que permite o
desenvolvimento de engagement, tem a capacidade de consolidar a mesma (Abeza, O’Reilly,
Sanderson & Frederick, 2021). Tendo em conta o anteriormente referido, existe uma alta
probabilidade de os adeptos adotarem mais comportamentos de consumo dos produtos e
serviços dos clubes de futebol e, consequentemente, contribuírem para o aumento do seu
valor financeiro (Balliauw, Onghena & Mulkens, 2020).
Torna-se pertinente compreender como é que o Sport Lisboa e Benfica, um dos maiores
clubes desportivos existentes em Portugal (Sousa & Vieira, 2018), pode alcançar retornos
financeiros positivos via qualidade da relação e comunicação e engagement no Instagram.
Desta forma, através de um método de recolha de dados misto foram realizadas entrevistas
exploratórias ao Diretor de comunicação, ao Diretor de redes sociais e ao Diretor de
comunicação corporativa do clube. Foi ainda efetuada uma análise documental a algumas
publicações do Instagram do SLB e, no âmbito quantitativo, um inquérito por questionário
a trezentos e sessenta e um adeptos do clube.
Os principais resultados demonstram que o clube tem uma qualidade de relação significativa
com os seus adeptos, que proporciona a adoção de comportamentos de consumo por parte
dos mesmos. Mais importante, demonstram que a comunicação e consequente engagement
no Instagram permitem que os adeptos exerçam uma maior adoção destes comportamentos
de consumo. Deste modo, a ligação entre as variáveis mencionadas viabiliza o alcance de
retornos financeiros positivos para o clube, nas mais variadas áreas de atuação.
The theme of this dissertation focuses on understanding the effects that the quality of the relationship and that the communication and engagement2 on Instagram, have on the consumption behavior of Sport Lisboa e Benfica (SLB) supporters. In general, supporters have a strong relationship with football clubs (Koronios, Travlos, Douvis & Papadopoulos, 2020) and the social network Instagram, as a communication platform that allows the development of engagement, has the ability to consolidate it (Abeza, O'Reilly, Sanderson & Frederick, 2021). Bearing in mind the previously mentioned, there is a high probability that supporters will adopt more consumption behaviors of football clubs’ products and services and, consequently, contribute to the increasing of their financial value (Balliauw, Onghena & Mulkens, 2020). It is relevant to understand how Sport Lisboa e Benfica, one of the biggest sports clubs in Portugal (Sousa & Vieira, 2018), can achieve positive financial returns via quality of relationship, communication, and engagement on Instagram. Thereby, through a mixed data collection method, exploratory interviews were carried out with the Director of communication, the Director of social networks and the Director of corporate communication of the club. A Documentary Analysis was also carried out on some SLB's Instagram publications, and, in the quantitative scope, a questionnaire survey was carried out with three hundred and sixty-one supporters of the club. The main results show that Sport Lisboa e Benfica has a significant quality of relationship with its supporters, which allows them to adopt consumption behaviors. More importantly, they demonstrate that the communication and consequent engagement on Instagram allows the supporters to exercise greater adoption of these consumption behaviors. In this way, the link between the mentioned variables enables the club to achieve positive financial returns in the most varied areas of activity.
The theme of this dissertation focuses on understanding the effects that the quality of the relationship and that the communication and engagement2 on Instagram, have on the consumption behavior of Sport Lisboa e Benfica (SLB) supporters. In general, supporters have a strong relationship with football clubs (Koronios, Travlos, Douvis & Papadopoulos, 2020) and the social network Instagram, as a communication platform that allows the development of engagement, has the ability to consolidate it (Abeza, O'Reilly, Sanderson & Frederick, 2021). Bearing in mind the previously mentioned, there is a high probability that supporters will adopt more consumption behaviors of football clubs’ products and services and, consequently, contribute to the increasing of their financial value (Balliauw, Onghena & Mulkens, 2020). It is relevant to understand how Sport Lisboa e Benfica, one of the biggest sports clubs in Portugal (Sousa & Vieira, 2018), can achieve positive financial returns via quality of relationship, communication, and engagement on Instagram. Thereby, through a mixed data collection method, exploratory interviews were carried out with the Director of communication, the Director of social networks and the Director of corporate communication of the club. A Documentary Analysis was also carried out on some SLB's Instagram publications, and, in the quantitative scope, a questionnaire survey was carried out with three hundred and sixty-one supporters of the club. The main results show that Sport Lisboa e Benfica has a significant quality of relationship with its supporters, which allows them to adopt consumption behaviors. More importantly, they demonstrate that the communication and consequent engagement on Instagram allows the supporters to exercise greater adoption of these consumption behaviors. In this way, the link between the mentioned variables enables the club to achieve positive financial returns in the most varied areas of activity.
Description
Keywords
Sport Lisboa e Benfica (SLB) Adeptos Qualidade da relação Comunicação Engagement Instagram Comportamentos de consumo Supporters Relationship quality Communication Consumption behaviors