A importância do marketing digital nos clubes de futebol : estudo de caso Futebol Clube Paços de Ferreira
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2024
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O marketing digital tem registado um crescimento significativo nos últimos anos. Inicialmente, era adotado por empresas, contudo, atualmente, existem vários outros tipos de organizações que começaram a utilizar as estratégias de marketing digital. Nesta dissertação, apresentamos um estudo sobre o marketing digital e desportivo no contexto dos clubes de futebol. Ao longo desta dissertação abordamos vários temas sobre marketing digital e desportivo, redes sociais, marketing 5.0 e também “love brands” mostrando conceitos e estratégias de como os clubes de futebol conseguiram aumentar vendas e fidelizar adeptos. Durante a investigação realizamos um estudo de caso detalhado ao Futebol Clube Paços de Ferreira, incluindo uma entrevista com o departamento de marketing do clube. Paralelamente, utilizamos uma metodologia qualitativa e quantitativa que por consequência utilizamos um inquérito por questionário a vários adeptos de vários clubes para percebermos as suas necessidades e desejos. Os resultados obtidos revelam que os clubes precisam do marketing para aumentar os seus lucros de forma rápida e eficiente. Este estudo contribui para o conhecimento nesta área e demonstra a importância do marketing digital e desportivo para os clubes de futebol, fornecendo “insights” sobre estratégias que podem ser utilizadas para impulsionar o crescimento e o sucesso financeiro dessas organizações e o ponto de partida para futuras investigações sobre o tema. PALAVRA CHAVE: Marketing digital, Marketing desportivo, Futebol, Redes Sociais, Instagram.
Digital marketing has seen significant growth in recent years. Initially, it was adopted by companies, however, nowadays, there are several other types of organisations that have started using digital marketing strategies. In this dissertation, we present a study on digital and sports marketing in the context of football clubs. Throughout this dissertation we address several topics on digital and sports marketing, social media, marketing 5.0 and also "love brands" showing concepts and strategies of how football clubs have managed to increase sales and loyalty. During the research we conducted a detailed case study of Futebol Clube Paços de Ferreira, including an interview with the club's marketing department. In parallel, we used a qualitative and quantitative methodology which consequently utilised a questionnaire survey of several fans of various clubs to understand their needs and desires. The results obtained reveal that clubs need marketing to increase their profits quickly and efficiently. This study contributes to knowledge in this area and demonstrates the importance of digital and sports marketing for football clubs, providing insights into strategies that can be used to drive growth and financial success for these organisations and the starting point for future research on the topic. KEYWORDS: Digital marketing, Sports marketing, Football, Social media, Instagram.
Digital marketing has seen significant growth in recent years. Initially, it was adopted by companies, however, nowadays, there are several other types of organisations that have started using digital marketing strategies. In this dissertation, we present a study on digital and sports marketing in the context of football clubs. Throughout this dissertation we address several topics on digital and sports marketing, social media, marketing 5.0 and also "love brands" showing concepts and strategies of how football clubs have managed to increase sales and loyalty. During the research we conducted a detailed case study of Futebol Clube Paços de Ferreira, including an interview with the club's marketing department. In parallel, we used a qualitative and quantitative methodology which consequently utilised a questionnaire survey of several fans of various clubs to understand their needs and desires. The results obtained reveal that clubs need marketing to increase their profits quickly and efficiently. This study contributes to knowledge in this area and demonstrates the importance of digital and sports marketing for football clubs, providing insights into strategies that can be used to drive growth and financial success for these organisations and the starting point for future research on the topic. KEYWORDS: Digital marketing, Sports marketing, Football, Social media, Instagram.
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COMMUNICATION, DIGITAL JOURNALISM, DIGITAL MARKETING, SPORTS MARKETING, FOOTBALL, SOCIAL NETWORKS, MESTRADO EM COMUNICAÇÃO, REDES E TECNOLOGIAS, COMUNICAÇÃO, JORNALISMO DIGITAL, MARKETING DIGITAL, MARKETING DESPORTIVO, FUTEBOL, REDES SOCIAIS, INSTAGRAM, Mestrado em Comunicação, Redes e Tecnologias