Ramos, Ricardo Filipe CarreiraOmran, WajdyBranco, Diogo Campos de Portugal2025-11-102025-10-28http://hdl.handle.net/10362/190390Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsLocal and Satellite football fans, despite their mutual interest, diverge in the intensity and involvement, shaping their experiences. This study explores how Local and Satellite fans differ in experiencing matches at stadiums. An exploratory and conclusive approach was conducted to analyze 32,762 Tripadvisor reviews from the top 5 Men’s UEFA-ranked football clubs' stadiums. Results show that Feeling of Groundedness is an important attribute for Local fans, significantly influencing their Satisfaction and perception of club Brand Image, highlighting the importance of routine and social rituals. For Satellite fans Service Quality found to significantly impact their perception of Brand Image. Satisfaction did not significantly impact the perception of Brand Image. However, this relationship was intensified by pilgrimage for Satellite fans displaying the symbolic meaning of their experience. These findings deepen the knowledge between these two fan typologies offering insight into how the stadium experience should be tailored to their distinct needs.engLocal FansSatellite FansStadium ExperienceText MiningFootballSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 10 - Reduced inequalitiesSDG 11 - Sustainable cities and communitiesSDG 12 - Responsible production and consumptionmaster thesis204073839