A utilização das plataformas digitais como mecanismo de fidelização da Geração Z: o caso do Rio Ave F.C

In the case of Generation Z, the group that was born in a digital ecosystem, the role of digital platforms is decisive to create and enhance a connection. The preliminary results suggest a link between the use of social networks and the love that supporters have for the club, as well as the need for...

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Bibliographic Details
Published in:RISTI : Revista Ibérica de Sistemas e Tecnologias de Informação 2020-09 (E34), p.476-489
Main Authors: Perez, Francisco, Mena, Ricardo
Format: Article
Language:Portuguese
Subjects:
Digital media
Generation Z
Marketing
Social networks
Online Access:Get full text
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Summary:In the case of Generation Z, the group that was born in a digital ecosystem, the role of digital platforms is decisive to create and enhance a connection. The preliminary results suggest a link between the use of social networks and the love that supporters have for the club, as well as the need for the organization to redefine the experiences they provide, through the humanization of the brand. Keywords: Generation Z; Digital platforms; Sports marketing; Rio Ave FC; Social media. 1.Introduçao Em Portugal, atualmente, existem 18 equipas que disputam o campeonato nacional de futebol da primeira divisão, também conhecido por Liga NOS. The main aim of this study is to explore why football fans are willing to do some kind of sacrifices in order to continue their relationship with their preferred club brand. [...]97 telephone interviews (from a list of 123 potential respondents.
ISSN:1646-9895