O impacto das redes sociais no marketing desportivo : o caso do instagram na Adidas
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Data
2019
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O reconhecimento do valor do desporto como opção estratégica relevante para o marketing é uma realidade ainda pouco estudada, mas a persistente curiosidade e interesse daqueles que participam ativamente nos diferentes eventos desportivos, possibilitam a comercialização de bens e serviços de qualquer organização. Simultaneamente, a constante propagação dos meios de comunicação social e a rápida expansão e evolução dos dispositivos eletrónicos fazem com que o desporto e a informação digital passem a estar totalmente interligados e a coexistir num mundo digital mais populoso do que nunca.
O marketing desportivo é uma peça fundamental para sustentar o crescimento da indústria do desporto, setor com uma ampla representatividade na economia de qualquer país.
O objetivo deste trabalho passa por compreender de que forma as redes sociais e o fenómeno da proliferação das massas sociais nestes meios poderão impactar o marketing desportivo, focando-nos numa das plataformas que considerámos ter alcançado valores mais surpreendentes e relevantes para o desenvolvimento do presente estudo, o Instagram.
Como tal, é desenvolvida, nesta dissertação, uma análise aprofundada sobre marketing desportivo e sobre a crescente popularidade e utilização de marketing de redes sociais pelas grandes marcas desportivas do mundo. O caso particular estudado neste trabalho é sobre a Adidas e procura acompanhar a sua transição do marketing tradicional para o marketing digital, evidenciando os frutos dessa evolução.
O presente estudo é composto, também, pela realização de um questionário, distribuído na Internet, sobre os hábitos de consumo e a opinião dos utilizadores de redes sociais, no que diz respeito à comunicação de marcas desportivas, que permitiu a recolha e análise de 216 respostas.
Recognizing the value of sports as a relevant strategic choice for marketing is a reality that is still poorly studied, but the persistent curiosity and interest of those who actively participate in different sporting events, make it possible to market goods and services of any organization. At the same time, the constant spread of the media and the rapid growth and evolution of electronic devices make sport and digital information fully interconnected and coexist in a more populous digital world than ever before. Sports marketing is a key element in sustaining the growth of the sports industry, a sector with wide representation in the economy of any country. The aim of this paper is to understand how social networks and the phenomenon of the proliferation of social masses in these media, impact sports marketing, focusing on one of the platforms that we considered to have achieved the most amazing and relevant values for the development of the present study, the Instagram. As such, an in-depth analysis of sports marketing and the growing popularity and use of social media marketing by the world's major sports brands is developed in this dissertation. The particular case studied in this paper is about Adidas and seeks to follow its transition from traditional marketing to digital marketing highlighting the fruits of this evolution. The present study also consisted of a questionnaire, distributed on the Internet, about the consumer habits and opinion of social network users regarding the communication of sports brands, and allowed the collection and analysis of 216 answers. The conclusions obtained in the development of this research work and the analysis of the questionnaire suggest that the use of digital strategies and social networks confer advantages for sports brands. They allow a closer proximity to the public and a greater possibility of communication of products and services in different formats and with wider reach than ever before.
Recognizing the value of sports as a relevant strategic choice for marketing is a reality that is still poorly studied, but the persistent curiosity and interest of those who actively participate in different sporting events, make it possible to market goods and services of any organization. At the same time, the constant spread of the media and the rapid growth and evolution of electronic devices make sport and digital information fully interconnected and coexist in a more populous digital world than ever before. Sports marketing is a key element in sustaining the growth of the sports industry, a sector with wide representation in the economy of any country. The aim of this paper is to understand how social networks and the phenomenon of the proliferation of social masses in these media, impact sports marketing, focusing on one of the platforms that we considered to have achieved the most amazing and relevant values for the development of the present study, the Instagram. As such, an in-depth analysis of sports marketing and the growing popularity and use of social media marketing by the world's major sports brands is developed in this dissertation. The particular case studied in this paper is about Adidas and seeks to follow its transition from traditional marketing to digital marketing highlighting the fruits of this evolution. The present study also consisted of a questionnaire, distributed on the Internet, about the consumer habits and opinion of social network users regarding the communication of sports brands, and allowed the collection and analysis of 216 answers. The conclusions obtained in the development of this research work and the analysis of the questionnaire suggest that the use of digital strategies and social networks confer advantages for sports brands. They allow a closer proximity to the public and a greater possibility of communication of products and services in different formats and with wider reach than ever before.
Descrição
Orientação: Eduardo Manuel Machado de Moraes Sarmento Ferreira
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, MARKETING DIGITAL, MARKETING DESPORTIVO, ESTRATÉGIAS DE MARKETING, REDES SOCIAIS, INSTAGRAM, DESPORTO, MARCAS COMERCIAIS, COMMUNICATION, MARKETING, DIGITAL MARKETING, SPORTS MARKETING, MARKETING STRATEGIES, SOCIAL NETWORKS, INSTAGRAM, SPORT, TRADEMARKS