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Netnography for Sport Lisboa and Benfica: interacting with its fan base on social networks
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| 7.73 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The present study aims to complement a Work Project developed in partnership with Sport Lisboa e Benfica1as part of the Sports Management Field Lab. Hence, it incorporates a Netnographic research technique that intends to evaluate and take advantage of the club’s social networks’ interaction. By doing this, and after reviewing literature over the topic ,it was possible to understand better its online community, their behavior, and feelings, empowering conclusions that will be relevant for advising the club on how to better interact with them.
Descrição
Palavras-chave
Social media Sports management Sl Benfica Netnography Online fan engagement