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Abstract(s)
Num mercado cada vez mais caracterizado pela sua homogeneidade e competitividade, os profissionais sentiram a necessidade de se diferenciar dos seus concorrentes, começando a desenvolver uma marca pessoal. Algo que se tornou mais evidente com o surgimento das redes sociais, que potenciaram todo este processo. Os futebolistas, conscientes desta nova realidade, começaram também a utilizar estes meios de comunicação, como forma de alavancarem a sua personalidade e a sua maneira de ser face à audiência, começando também eles a desenvolver uma marca pessoal. Esta marca pessoal pode defini-los não só como profissionais, mas também como seres humanos, permitindo que se destacassem dos demais, presentes no mundo do futebol.
A presente dissertação procura compreender a forma como os jogadores profissionais de futebol utilizam as redes sociais, e como essa utilização pode potenciar o desenvolvimento da sua marca pessoal, percebendo todas as vantagens e desvantagens que o processo pode ter. Neste sentido, o quadro teórico foi desenvolvido tendo por base os temas da marca pessoal, do crescimento dos social media e o aparecimento das redes sociais e, por último, a marca pessoal no mundo do futebol, em concreto dos futebolistas.
A problemática em análise motivou uma investigação do tipo mista, compreendendo esta a realização de entrevistas, como técnica de análise qualitativa, e a realização de um inquérito por questionário, como técnica de análise quantitativa. Foram realizadas quatro entrevistas a jogadores profissionais de futebol, em fases distintas da carreira, e foi realizado um inquérito por questionário a indivíduos que pudessem ser representativos da população em geral, ou seja, de todas as idades, de todos os géneros e com habilitações académicas diferentes, com 289 respostas válidas.
Os principais resultados da presente dissertação indicam que existe, cada vez mais, a necessidade de os futebolistas desenvolverem uma marca pessoal forte, credível e autêntica, que lhes permita distinguirem-se dos seus concorrentes no mercado, defenderem a sua reputação em tempos de crises, aumentarem o número de acordos comerciais, promoverem a sua carreira profissional e melhorarem as suas relações com os seus fãs. Paralelamente, conclui-se que as redes sociais ganharam uma nova dimensão neste processo e que, apesar de todos os riscos inerentes à sua utilização, são a ferramenta que melhor permite o desenvolvimento de uma marca pessoal.
In a market increasingly characterized by its homogeneity and competitiveness, professionals have felt the need to differentiate themselves from their competitors, starting to develop a personal brand. This issue became more evident with the emergence of social networking sites, which boosted this process. Football players’ awareness of this new reality led to the use of these communication tools to leverage their personality and their way of being. This also led them to develop a personal brand, which could define them not only as professionals, but also as human beings, allowing some players to stand out from the rest of the football world. This dissertation seeks to understand how professional football players use social networks, and how can this enhance their personal brand development, realizing all the advantages and disadvantages that the process can have. In this sense, the theoretical framework was mainly developed based on the themes of personal brand, the growth of social media and the emergence of social networks and, finally, the personal brand in football’s world, specifically footballers. The problem under analysis led to a mixed methods research, including interviews as a qualitative analysis technique and a survey as a quantitative analysis technique. Four interviews to professional football players, in different career stages were carried out, and a survey was carried out to individuals who could be representative of the general population, of all ages and genders and with different academic qualifications, with a total of 289 valid answers. The main results of this dissertation indicate that there is an increasing need for footballers to develop a strong, credible and authentic personal brand that allows them to distinguish themselves from their competitors in the market, defend their reputation in times of crisis, increase the number of commercial agreements, promote their professional career and improve their relations with their fans. At the same time, it is concluded that social networking sites have gained a new dimension in this process, despite all the risks inherent to their use, these are the best tools to develop a personal brand.
In a market increasingly characterized by its homogeneity and competitiveness, professionals have felt the need to differentiate themselves from their competitors, starting to develop a personal brand. This issue became more evident with the emergence of social networking sites, which boosted this process. Football players’ awareness of this new reality led to the use of these communication tools to leverage their personality and their way of being. This also led them to develop a personal brand, which could define them not only as professionals, but also as human beings, allowing some players to stand out from the rest of the football world. This dissertation seeks to understand how professional football players use social networks, and how can this enhance their personal brand development, realizing all the advantages and disadvantages that the process can have. In this sense, the theoretical framework was mainly developed based on the themes of personal brand, the growth of social media and the emergence of social networks and, finally, the personal brand in football’s world, specifically footballers. The problem under analysis led to a mixed methods research, including interviews as a qualitative analysis technique and a survey as a quantitative analysis technique. Four interviews to professional football players, in different career stages were carried out, and a survey was carried out to individuals who could be representative of the general population, of all ages and genders and with different academic qualifications, with a total of 289 valid answers. The main results of this dissertation indicate that there is an increasing need for footballers to develop a strong, credible and authentic personal brand that allows them to distinguish themselves from their competitors in the market, defend their reputation in times of crisis, increase the number of commercial agreements, promote their professional career and improve their relations with their fans. At the same time, it is concluded that social networking sites have gained a new dimension in this process, despite all the risks inherent to their use, these are the best tools to develop a personal brand.
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Keywords
Marca pessoal Redes sociais Futebolistas Personal brand Social networks Footballers