TY - GEN
T1 - Social media marketing of football clubs
T2 - International Conference on Marketing and Technologies, ICMarkTech 2021
AU - Pereira, João
AU - Rodrigues, Ricardo Gouveia
AU - Duarte, Paulo
AU - Gouveia, Ana
N1 - Publisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
PY - 2022
Y1 - 2022
N2 - The various existing social media platforms aim at interaction and connectivity between users within online communities through the production and sharing of content. Like sports, social media allows users to obtain experiences that often stirs emotion. This empirical study combines football with social media through a multiple linear regression analysis involving the social networks, Facebook, Instagram, and Twitter, of the three biggest Portuguese clubs—SL Benfica, FC Porto, and Sporting CP. This research reviews the literature of sports fanaticism, the structure, and content of posts, combined with a bibliometric analysis of social media, which allows the understanding of this vast theme in four components: social media engagement, user-generated content, online communities, and content marketing. Through the testing of the hypotheses written for this research, assertive conclusions were obtained about the performance of social media posts in the sports field, such as the relevance of visual posts, compared to textual posts; the effectiveness of posts that refer to the nostalgia of the supporter; and the determination of the social network most suitable for the accompaniment of a live football match.
AB - The various existing social media platforms aim at interaction and connectivity between users within online communities through the production and sharing of content. Like sports, social media allows users to obtain experiences that often stirs emotion. This empirical study combines football with social media through a multiple linear regression analysis involving the social networks, Facebook, Instagram, and Twitter, of the three biggest Portuguese clubs—SL Benfica, FC Porto, and Sporting CP. This research reviews the literature of sports fanaticism, the structure, and content of posts, combined with a bibliometric analysis of social media, which allows the understanding of this vast theme in four components: social media engagement, user-generated content, online communities, and content marketing. Through the testing of the hypotheses written for this research, assertive conclusions were obtained about the performance of social media posts in the sports field, such as the relevance of visual posts, compared to textual posts; the effectiveness of posts that refer to the nostalgia of the supporter; and the determination of the social network most suitable for the accompaniment of a live football match.
KW - Multiple linear regression
KW - Social media
KW - Sports marketing
UR - http://www.scopus.com/inward/record.url?scp=85127073800&partnerID=8YFLogxK
U2 - 10.1007/978-981-16-9272-7_45
DO - 10.1007/978-981-16-9272-7_45
M3 - Conference contribution
AN - SCOPUS:85127073800
SN - 9789811692710
T3 - Smart Innovation, Systems and Technologies
SP - 555
EP - 568
BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2021
A2 - Reis, José Luís
A2 - Peter, Marc K.
A2 - Cayolla, Ricardo
A2 - Bogdanović, Zorica
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 2 December 2021 through 4 December 2021
ER -