O impacte do Instagram no comportamento do consumidor dos adeptos de futebol
o caso do Sport Lisboa e Benfica
DOI:
https://doi.org/10.34629/cpublica806Palavras-chave:
Sport Lisboa e Benfica (SLB), qualidade de relacionamento, engagement, Instagram, comportamento do consumidor adeptoResumo
Ao proporcionarem a possibilidade de interação em tempo real, as redes sociais tornaram-se excelentes ferramentas de comunicação e relacionamento entre as organizações e os seus stakeholders. Os clubes de futebol, organizações desportivas e sociais de elevada complexidade, não podem ficar de fora desta nova realidade. Este artigo visa compreender o impacte que a qualidade do relacionamento, a comunicação, e o engagement no Instagram têm nos comportamentos de consumo dos adeptos do clube de futebol Sport Lisboa e Benfica (SLB). Para tal, foi aplicada uma metodologia mista, com entrevistas exploratórias a alguns dirigentes do clube, análise das publicações do Instagram do clube e um inquérito por questionário respondido por trezentos e sessenta e um adeptos. Os resultados confirmam que existe uma qualidade significativa de relacionamento entre os adeptos e o clube, e que a comunicação e o engagement no Instagram estimulam o consumo de produtos e serviços do clube, o que gera retornos financeiros significativos.
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