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Publicação
O Impacto das Redes Sociais na Construção da Brand Image dos Clubes de Futebol O Caso do Sport Lisboa e Benfica
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Orientador(es)
Resumo(s)
As redes sociais são, cada vez mais, parte intrínseca do nosso quotidiano. De modo a
construir marcas que se imponham a nível global, os clubes de futebol têm vindo a utilizar
as mesmas como ferramentas primordiais de comunicação, de modo a promoverem a
proximidade com os adeptos – sendo que muitos deles se encontram a uma distância física
considerável. Para esta investigação, escolheu-se estudar o caso do Sport Lisboa e
Benfica, enquanto um dos clubes mais conhecidos na Europa e no mundo, com uma
marca considerada valiosa.
O principal objetivo desta investigação passa por entender quais as estratégias de
comunicação aplicadas nas redes sociais do S.L. Benfica para chegar aos seus adeptos e,
a partir disso, construir a sua imagem de marca. Foi concebido um modelo estrutural ou
conceptual que evidenciava as relações entre os conceitos em estudo – explorados na
revisão de literatura – resultando na formulação de 14 hipóteses que serão testadas.
De modo a desenvolver esta investigação, foi adotada a metodologia mista, que
incentivava a utilização de métodos quantitativos e qualitativos. A metodologia
qualitativa traduziu-se em cinco entrevistas – duas delas a colaboradores do S.L. Benfica
e três a adeptos do clube. Por outro lado, a metodologia quantitativa teve por base um
questionário (survey) online, disponível de novembro de 2024 a dezembro de 2024,
contabilizando 678 respostas totais, sendo válidas 668 das mesmas. Após a recolha de
dados, procedeu-se à análise dos mesmos por meio da utilização da plataforma/software
de análise estatística Smart PLS 4.
Os resultados obtidos evidenciaram a validade do modelo conceptual, o que significa que
as relações entre imagem de marca, social media engagement, interatividade e
credibilidade de marca e sports celebrity endorsement foram corroboradas. Apenas duas
hipóteses não foram corroboradas: a relação entre performance de marca e emotional
attachment e a relação entre a congruência atleta-marca-clube e imagem de marca.
Conclui-se assim que o conteúdo das redes sociais do S.L. Benfica influencia a imagem
de marca do clube e que os adeptos ocupam um lugar central no crescimento da marca.
O apego emocional é bastante trabalhado e são deixadas sugestões para novo conteúdo a
explorar esta dimensão.
Social media plataforms are, day by day, an inherent part of our daily lives. In order to build their brands at a global level, football clubs have been using social media as primary tools for communication, to promote closeness and proximity to the fans – especially considering lots of fans are geographically far from the club. For this study, Sport Lisboa e Benfica was chosen as the object of the investigation as it is one of the biggest clubs in Europe and the world, with a brand that holds high value. The primary goal of this investigation is to understand which communication strategies are applied to S.L. Benfica’s social media to reach their supporters and, from there, to build their brand image. A structural or conceptual model was designed, including all the concepts – explored in the literature review – and the respective connections between them, from which 14 hypotheses were formulated and, later, tested. In order to develop this study, the mix methods approach was applied, considering both quantitative and qualitative methods were employed. The qualitative methodology consisted of conducting five interviews – two of them with S.L. Benfica employees and three of them with S.L. Benfica fans. On the other hand, the quantitative methodology was based on the data collection through an online survey, available from November 2024 to December 2024, obtaining a sample of 678 total responses but only 668 of them were valid and taken into consideration for the analysis. The data collection was then followed by the data treatment, carried out with Smart PLS 4, a statistic analysis software. The results emphasize the validity of the conceptual model, highlighting that the correlations between brand image, social media engagement, brand interativity, brand credibility and sports celebrity endorsement were validated. Only two of the hypotheses were not deemed valid – the relation between brand performance and emotional attachment and the relation between athlete-brand-club congruence and brand image. All in all, it was concluded that S.L. Benfica’s social media content influences the brand image of the club and the fans play a crucial role in the brand’s growth and success. The emotional attachment is an aspect that is deemed important in the club’s communication and there were given some suggestions for new content to explore this concept.
Social media plataforms are, day by day, an inherent part of our daily lives. In order to build their brands at a global level, football clubs have been using social media as primary tools for communication, to promote closeness and proximity to the fans – especially considering lots of fans are geographically far from the club. For this study, Sport Lisboa e Benfica was chosen as the object of the investigation as it is one of the biggest clubs in Europe and the world, with a brand that holds high value. The primary goal of this investigation is to understand which communication strategies are applied to S.L. Benfica’s social media to reach their supporters and, from there, to build their brand image. A structural or conceptual model was designed, including all the concepts – explored in the literature review – and the respective connections between them, from which 14 hypotheses were formulated and, later, tested. In order to develop this study, the mix methods approach was applied, considering both quantitative and qualitative methods were employed. The qualitative methodology consisted of conducting five interviews – two of them with S.L. Benfica employees and three of them with S.L. Benfica fans. On the other hand, the quantitative methodology was based on the data collection through an online survey, available from November 2024 to December 2024, obtaining a sample of 678 total responses but only 668 of them were valid and taken into consideration for the analysis. The data collection was then followed by the data treatment, carried out with Smart PLS 4, a statistic analysis software. The results emphasize the validity of the conceptual model, highlighting that the correlations between brand image, social media engagement, brand interativity, brand credibility and sports celebrity endorsement were validated. Only two of the hypotheses were not deemed valid – the relation between brand performance and emotional attachment and the relation between athlete-brand-club congruence and brand image. All in all, it was concluded that S.L. Benfica’s social media content influences the brand image of the club and the fans play a crucial role in the brand’s growth and success. The emotional attachment is an aspect that is deemed important in the club’s communication and there were given some suggestions for new content to explore this concept.
Descrição
Palavras-chave
Imagem de marca Brand image Social media engagement Social media engagement Redes sociais Social media Futebol Football Credibilidade de marca Brand credibility Marketing Marketing Laços emocionais Emotional attachment