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| 3.38 MB | Adobe PDF |
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Abstract(s)
Um contexto de pandemia mundial é algo que nunca foi experienciado pela população atual e que levou todo o mundo a entrar num lockdown obrigatório. A presente dissertação pretende mostrar como foi experienciado esse processo em Portugal e como o marketing digital reagiu a esta pandemia, num ao contexto associado ao fitness, mais concretamente no caso do ginásio AmazinGym.
Ao longo do documento estão relatadas todas as estratégias de marketing digital que foram colocadas em prática pelo AmazinGym, que forneceu conteúdo online para que os seus utilizadores se pudessem manter ativos, mesmo estando a realizar um confinamento obrigatório.
As principais conclusões desta dissertação é que a disponibilização de conteúdo de treino online faz com que os utilizadores realizem exercício físico e que criem rotinas associadas à disponibilização desse conteúdo. No entanto, apesar do conteúdo ser online, este funciona melhor em transmissões em direto, uma vez que possibilita a interação entre criador de conteúdo e o seu utilizador.
A global pandemic context is something that has never been experienced by the current population and has led the entire world to enter a mandatory lockdown. This dissertation intends to show how this process was experienced in Portugal and how digital marketing reacted to this pandemic, in a context associated with fitness, more specifically in the case of the AmazinGym gym. Throughout the document are reported all the digital marketing strategies that were put into practice by AmazinGym, which provided online content so that its users could remain active, even though they were carrying out mandatory confinement. The main conclusion of this dissertation is that the availability of online training content makes users perform physical exercise and create routines associated with the availability of that content. However, although the content is online, it works best in live streams, as it allows interaction between the content creator and its user.
A global pandemic context is something that has never been experienced by the current population and has led the entire world to enter a mandatory lockdown. This dissertation intends to show how this process was experienced in Portugal and how digital marketing reacted to this pandemic, in a context associated with fitness, more specifically in the case of the AmazinGym gym. Throughout the document are reported all the digital marketing strategies that were put into practice by AmazinGym, which provided online content so that its users could remain active, even though they were carrying out mandatory confinement. The main conclusion of this dissertation is that the availability of online training content makes users perform physical exercise and create routines associated with the availability of that content. However, although the content is online, it works best in live streams, as it allows interaction between the content creator and its user.
Description
Versão final (Esta versão contém as críticas e sugestões dos
elementos do júri)
Keywords
Marketing digital Marketing desportivo Fitness Covid-19 Digital marketing Sports marketing