Comunicação estratégica aplicada a clubes de futebol profissional

: estudo de caso do Clube Desportivo Nacional

Abstract

The research conducted in this dissertation aimed to address the initial question, "What are the characteristics of Clube Desportivo Nacional's digital communication strategy on the social network Instagram during the 2020/2021 and 2021/2022 seasons?" To answer this initial question, two research methods were used. The first method was the semi-structured interview. The second method was the deductive and inductive content analysis. This content analysis focused on all posts published by Clube Desportivo Nacional’s official Instagram page, from September 12th, 2020, to May 22nd, 2022. From this study, it is concluded that the professional football team was the main focus of Clube Desportivo Nacional's digital communication strategy on Instagram. More specifically, the main content published during the 2020/2021 and 2021/2022 seasons consisted of live coverage of the professional football team's matches, fitting this content into the first identified digital communication strategy, relationship marketing. The second strategy used by the club was the daily sharing of posts about all areas of the club to maintain the fans’ interest and consequently increase the club's brand value. Strengthening fans' identification with the club was another strategy used. Lastly, the club used social responsibility projects to engage fans in the club's activities. During the analyzed seasons, there was more coverage on the club's official Instagram page in the 2020/2021 season than in the 2021/2022 season due to the Covid-19 pandemic. Another difference in the digital communication strategy on Instagram during the analyzed seasons was the message conveyed to fans; in the first season, this message was positive, while in the second season, the message aimed at managing expectations.

Date of Award	7 Jan 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)