Relação dos futebolistas com as redes sociais

Abstract

This study aims to characterize the relationship that footballers have with social networks. In a concise theoretical approach, we reflect on the gradual appearance of these platforms, the development of the Personal Branding and Personal Marketing in a digital environment and communication in sport, based on the identity phenomenon of the football and touching on the three main points: communication of the clubs, with the media and of athletes. At an empirical level, in an interpretive research paradigm, five interviews were conducted with different professional categories with influence on an athlete's life, as well as a questionnaire to 78 football players. It was concluded that there is a close relationship between football players and social media, with an increasing use of these platforms to disseminate the professional component of the athletes. However, there is still some reluctance on the part of players or the people around them to professionalize this sector.

Date of Award	15 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Jorge (Supervisor)