Publicação
Netnography for Sport Lisboa and Benfica: interacting with its fan base on social networks
| Resumo: | 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. |
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| Autores principais: | Troncão, Diana Isabel Pereira Morais |
| Assunto: | Social media Sports management Sl Benfica Netnography Online fan engagement |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | 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. |
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