Publicação
Blockchain technology in football: A new way to keep fans engaged?
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Rita, Paulo Miguel Rasquinho Ferreira | |
| dc.contributor.advisor | Tiago, Maria Teresa Pinheiro de Melo Borges | pt_PT |
| dc.contributor.author | Carvalho, Tomás Horta Correia Silva | |
| dc.date.accessioned | 2024-04-16T11:17:27Z | |
| dc.date.available | 2024-04-16T11:17:27Z | |
| dc.date.issued | 2024-04-15 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | pt_PT |
| dc.description.abstract | This thesis explores the transformative potential of blockchain technology in enhancing fan engagement within the football industry, focusing on the determinants influencing its adoption among fans. Through a comprehensive literature review and empirical analysis using Structural Equation Modeling (SEM), this study investigates the roles of perceived ease of use, perceived usefulness, task characteristics, technology characteristics, task-technology fit, familiarity, and trust in the adoption of blockchain technology for fan engagement purposes. For football enthusiasts like me, this work has a special significance, as it unlocks the future possibilities of soccer experiences. Beyond theoretical advancements, the study offers practical insights into the potential transformation of the fan experience. By scrutinizing how blockchain technology can reshape fan engagement, this research not only contributes to academic understanding but also speaks directly to the interests of football fans. The findings suggest that perceived ease of use and task-technology fit significantly influence adoption intentions, presenting the prospect of a more immersive and tailored football experience for fans. In contrast, perceived usefulness shows a nuanced impact, suggesting a need for theoretical model refinement to better capture the dynamics of emerging technology adoption in football. Trust emerges as a critical factor, emphasizing the importance of security and transparency in fostering blockchain acceptance. This thesis contributes to both theoretical understanding and practical applications of blockchain in football management, highlighting the necessity of user-friendly, relevant, and trusted blockchain applications to enhance fan experiences. It also identifies barriers to blockchain adoption, including technological complexity and regulatory uncertainty, and suggests future research directions to further explore this promising intersection of technology and football. Through its findings, this study provides valuable insights for football organizations looking to leverage blockchain technology, offering a new paradigm for fan engagement and interaction in the football industry. | pt_PT |
| dc.identifier.tid | 203576993 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/166275 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Blockchain technology | pt_PT |
| dc.subject | Fan engagement | pt_PT |
| dc.subject | Adoption intention | pt_PT |
| dc.subject | Trust | pt_PT |
| dc.subject | Football | pt_PT |
| dc.title | Blockchain technology in football: A new way to keep fans engaged? | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Marketing Digital e Análise de Dados | pt_PT |