A importância dos conteúdos digitais na promoção e engagement nas redes sociais
: um estudo de caso do Futebol Clube de Vizela

  • Simão Pedro Serra Salazar (Student)

Student thesis: Master's Thesis

Abstract

Digital content plays a key role in promoting engagement on socialnetworks. The present investigation aims to understand what kind of content the fancommunity of Futebol Clube de Vizela will consume on social networks. The study seeksto analyze the type of content published in terms of weekly sporting activities and toanalyze the type of resources or communicative strategies that generate more interactions.In this way, the respective data were collected between October 2021 and December 2021on Facebook and Instagram, the most used in that period, but an internal semi-structuredsurvey was also carried out to collect feedback about the contents and management ofsocial networks. The results showed that the interactions on the club's social networks varygreatly depending on the team's results in the championship, the communicative tonediffers depending on the competition and there is a greater focus on the main team in thecreation of the contents. A “small club” like FC Vizela must rethink its digital communication to co-create value with its audience and assert itself in the digital space.
Date of Award7 Feb 2023
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorEmília Simão (Supervisor)

Keywords

  • Engagement
  • Instagram
  • Social networks
  • Interactions
  • Football
  • Facebook

Designation

  • Mestrado em Comunicação Digital

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