The impact of Instagram on consumer behavior of football supporters: the case of Sport Lisboa e Benfica

Marta Araújo; Alexandre Duarte

doi:10.34629/cpublica806

Authors

Marta Araújo https://orcid.org/0000-0001-7063-9326
Alexandre Duarte ICNOVA, FCSH/Universidade Nova de Lisboa 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

Mestre em Ciências da Comunicação com especialização em Comunicação, Marketing e Publicidade pela Universidade Católica Portuguesa, e licenciada em Relações Públicas e Comunicação Social, pela Escola Superior de Comunicação Social. Interesse académico nas áreas da comunicação desportiva, marketing digital e operacional, e e-commerce.
Alexandre Duarte, ICNOVA, FCSH/Universidade Nova de Lisboa

Doutorado em Ciências da Comunicação pela Universidade Minho, Mestre em Comunicação e Imagem e licenciado em Marketing e Publicidade pelo IADE, é Professor Auxiliar na Universidade Nova de Lisboa, investigador do ICNOVA e Professor Auxiliar convidado na Universidade Católica. Trabalhou em diversas agências multinacionais de publicidade, como TBWA, Saatchi&Saatchi, Ogilvy, W/Portugal, W/Brasil, Lowe&Partners ou BrandiaCentral, como Senior Creative Copywriter. Foi Tutor da Young Marketers Academy do Festival EUROBEST, CEO da RESTART e conselheiro SUPERBRANDS. É, desde 2021, membro do Research Committee da EDCOM - European Institute for Commercial Communications Education.

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The impact of Instagram on consumer behavior of football supporters

the case of Sport Lisboa e Benfica

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