The impact of Instagram on consumer behavior of football supporters

the case of Sport Lisboa e Benfica

Authors

  • Marta Araújo Católica University
  • Alexandre Duarte ICNOVA, Faculty of Social Sciences and Humanities of Nova University of Lisbon https://orcid.org/0000-0002-2665-864X

DOI:

https://doi.org/10.34629/cpublica806

Keywords:

Sport Lisboa e Benfica (SLB), relationship quality, engagement, Instagram, supporter consumer behavior

Abstract

Brands need to be where their consumers are. Social networks, by providing the possibility of interaction in real time, have become excellent communication and relationship tools between organizations and their stakeholders. Football clubs, highly complex sports and social organizations cannot stay out of this new reality. This article aims to understand the impact that the relationship quality and the communication and engagement on Instagram have on the consumption behaviors of supporters of the football club Sport Lisboa e Benfica (SLB). To this end, a mixed data collection method was applied, with exploratory interviews to some directors of the club, analysis of the club’s Instagram publications, and a questionnaire survey answered by three hundred and sixty-one supporters. The results confirm that there is a significant relationship quality between the supporters and the club, and that the communication and engagement on Instagram stimulates the consumption of the club's products and services, which generates significant financial returns.

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Author Biographies

  • Marta Araújo, Católica University

    Master’s degree in Communication Sciences with a specialization in Communication, Marketing, and Advertising from the Católica University, and a bachelor's degree in Public Relations and Social Communication from the School of Communication and Media Studies. Academic interests in the areas of sports communication, digital and operational marketing, and e-commerce.

  • Alexandre Duarte, ICNOVA, Faculty of Social Sciences and Humanities of Nova University of Lisbon

    Ph.D. in Communication Sciences from the University of Minho, master's degree in Communication and Image, and bachelor's degree in Marketing and Advertising from IADE. He is an Assistant Professor at Nova University of Lisbon, a researcher at ICNOVA, and a Visiting Assistant Professor at the Católica University. He has worked in various multinational advertising agencies, such as TBWA, Saatchi & Saatchi, Ogilvy, W/Portugal, W/Brazil, Lowe & Partners, and BrandiaCentral, as a Senior Creative Copywriter. He was a Tutor at the Young Marketers Academy of the EUROBEST Festival, CEO of RESTART, and a SUPERBRANDS advisor. Since 2021, he has been a member of the Research Committee of EDCOM - European Institute for Commercial Communications Education.

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Published

2024-06-28

Issue

Vol. 19 No. 36 (2024): Number with Special Issue

Section

SPECIAL ISSUE: Techvolution: Exploring the nexus of new technologies, consumers and marketing

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How to Cite

The impact of Instagram on consumer behavior of football supporters: the case of Sport Lisboa e Benfica. (2024). Comunicação Pública, 19(36). https://doi.org/10.34629/cpublica806