O Uso das Mídias Sociais no Marketing Esportivo: Um Estudo no Treze Futebol Clube.

Abstract

This research had the objective of analyzing the use of social media by Thirteen Soccer Club by the perspective of the manager and the fans. From the literature review on the topics of digital marketing, social media, sports marketing and social networks, a qualitative and quantitative approach was carried out. The qualitative phase involved an interview with the social media manager of Thirteen Football Club. The quantitative stage of the study comprised the application of a survey of 105 club supporters. The results indicate that the club makes use of social media deliberately to bring the fan closer to the club and to seal sales of tickets, mugs and other products. From the consumer's point of view, the majority of fans using the club's social networks attend games. The public is mostly young and often buys the club's products. The study suggests that the use of social media by football clubs can contribute to customer revenue and engagement.