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Authors
Advisor(s)
Abstract(s)
O avanço para uma nova era digital, impulsionada pela evolução da Web 2.0 e pela
ampliação das plataformas de redes sociais, apresentou desafios inéditos para as empresas,
exigindo que se ajustassem a essa nova realidade. Para permanecerem relevantes e
competitivas, as organizações devem não apenas compreender as dinâmicas e tendências
dessas redes sociais, mas também utilizar estrategicamente essas ferramentas para se
envolverem ativamente com os seguidores. A recolha e análise inteligente dos dados gerados
nessas plataformas podem oferecer insights valiosos sobre as preferências e opiniões dos
consumidores, possibilitando a personalização das ofertas e serviços.
Nesta pesquisa, adoutou-se uma abordagem metodológica mista, que combina
métodos qualitativos e quantitativos. Essa escolha fundamenta-se na premissa de que essas
duas abordagens são complementares, permitindo uma compreensão mais abrangente e
aprofundada dos fenómenos da investigação. A integração dessas metodologias enriquece
a análise, possibilitando uma visão mais completa do objeto de estudo em diversas situações
e contextos diferentes.
Assim, neste estudo pretende-se compreender a realidade dos clubes profissionais
portugueses em relação à igualdade de género, relativamente ao futebol feminino e
masculino. O objetivo desta pesquisa é analisar como a comunicação dos clubes,
especificamente focada no Instagram, influencia os seus adeptos e seguidores; tal como as
diferenças existentes entre os perfis do futebol feminino e dos perfis gerais dos clubes,
identificando qual o tipo de conteúdo gera maior interação por parte dos seguidores.
Os resultados mais significativos apontam para a discrepância de valor atribuído ao
futebol feminino em comparação ao futebol masculino, tanto por parte dos clubes estudados
quanto pelos adeptos. Os mesmos resultados mostraram que, reconhecimento e a
valorização do futebol feminino ainda não estão equiparados ao nível observado no futebol
masculino.
Essa disparidade, oferece insights valiosos para direcionar futuras estratégias de
comunicação e ações que possam contribuir para a equidade e o desenvolvimento pleno do
futebol feminino no âmbito desportivo e social.
The move towards a new digital age, driven by the evolution of Web 2.0 and the expansion of social media platforms, has presented companies with unprecedented challenges, requiring them to adjust to this new reality. To remain relevant and competitive, organizations must not only understand the dynamics and trends of these social networks, but also strategically use these tools to actively engage with followers. Intelligent collection and analysis of the data generated on these platforms can offer valuable insights into consumer preferences and opinions, making it possible to personalize offers and services. In this research, we chose to adopt a mixed methodological approach, combining qualitative and quantitative methods. This choice is based on the premise that these two approaches are complementary, allowing for a more comprehensive and in-depth understanding of the research phenomena. The integration of these methodologies enriches the analysis, enabling a more complete view of the object of study in different situations and contexts. The aim of this study is to understand the reality of Portuguese professional clubs in relation to gender equality in men's and women's soccer. Thus, the aim of this research is to analyze how the communication of the clubs, specifically focused on the Instagram, influences their fans and followers, as well as the differences between the profiles of women's soccer and the general profiles of the clubs, identifying which type of content generates greater interaction on the part of the followers. The most significant results point to the discrepancy in the value attributed to women's soccer compared to men's soccer, both by the clubs studied and by the fans. The recognition and appreciation of women's soccer is not yet on a par with the level observed in men's soccer. This disparity offers valuable insights for directing future communication strategies and actions that can contribute to the equity and full development of women's soccer in the sporting and social spheres.
The move towards a new digital age, driven by the evolution of Web 2.0 and the expansion of social media platforms, has presented companies with unprecedented challenges, requiring them to adjust to this new reality. To remain relevant and competitive, organizations must not only understand the dynamics and trends of these social networks, but also strategically use these tools to actively engage with followers. Intelligent collection and analysis of the data generated on these platforms can offer valuable insights into consumer preferences and opinions, making it possible to personalize offers and services. In this research, we chose to adopt a mixed methodological approach, combining qualitative and quantitative methods. This choice is based on the premise that these two approaches are complementary, allowing for a more comprehensive and in-depth understanding of the research phenomena. The integration of these methodologies enriches the analysis, enabling a more complete view of the object of study in different situations and contexts. The aim of this study is to understand the reality of Portuguese professional clubs in relation to gender equality in men's and women's soccer. Thus, the aim of this research is to analyze how the communication of the clubs, specifically focused on the Instagram, influences their fans and followers, as well as the differences between the profiles of women's soccer and the general profiles of the clubs, identifying which type of content generates greater interaction on the part of the followers. The most significant results point to the discrepancy in the value attributed to women's soccer compared to men's soccer, both by the clubs studied and by the fans. The recognition and appreciation of women's soccer is not yet on a par with the level observed in men's soccer. This disparity offers valuable insights for directing future communication strategies and actions that can contribute to the equity and full development of women's soccer in the sporting and social spheres.
Description
Keywords
Desporto Futebol Igualdade Instagram Sport Lisboa e Benfica Sporting Clube de Portugal