| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.45 MB | Adobe PDF |
Authors
Abstract(s)
As Celebridades Desportivas e o seu impacto no mercado têm sido âmbito de estudo nos
últimos anos. No entanto, a utilização de Celebridades Desportivas no âmbito da
comunicação nas Redes Sociais por parte de diferentes marcas, tem sido cada vez mais regular
e a sua importância carece de mais investigação, logo, este estudo nasce para colmatar essa
lacuna na literatura atual.
Esta investigação tem como objetivo estudar a influência da Reputação de uma Celebridade
Desportiva (CD) na criação do Brand Love (amor à marca) no contexto das Redes Sociais.
Para melhor entender esta influência, procurou-se analisar o impacto de 3 dimensões: o Brand
Image (imagem de marca), o Personal Branding (marca pessoal) e o Celebrity Trust
(confiança na celebridade). Deste modo, procurou-se compreender como se pode criar amor
à marca, através das celebridades desportivas e se esta relação é, ou não, mediada pelas
dimensões acima referidas.
A metodologia que foi adotada neste estudo foi a construção de um modelo de equações
estruturais, suportado por um questionário respondido por uma amostra de 208 inquiridos.
Posteriormente, os resultados deste inquérito foram analisados com recurso ao software
SmartPLS. Nesta investigação confirmou-se que utilizar estratégias que favorecem a
reputação de uma celebridade desportiva é benéfico para melhorar a imagem de marca, a
marca pessoal e solidificar a confiança que os seguidores têm na celebridade desportiva.
Neste estudo comprovou-se que, apesar de o amor à marca não ser influenciado pela
reputação da celebridade de forma direta, esta influência verifica-se através da confiança, da
marca pessoal quando acompanhada pela confiança e, ainda, da imagem de marca quando
acompanhada pelos dois construtos anteriores.
O construto que é mais impactado pela Reputação de uma CD é a confiança, havendo, por
isso, influência deste construto no amor à marca, tanto direta, como indiretamente. Para além
disso, denotaram-se algumas diferenças significativas entre alguns grupos de inquiridos,
nomeadamente nas diferentes faixas etárias, na prática desportiva e na rede social que o
inquirido mais utiliza para seguir Celebridades Desportivas. Por último, um dos dados mais
importantes que se retira deste estudo é que, se um atleta quiser aumentar o Brand Love
da sua marca pessoal, a partir da sua reputação enquanto Celebridade Desportiva, é
necessário trabalhar a confiança que os seguidores têm em si, visto que, sem ela, não há
nenhuma relação entre os dois construtos viável.
Sports celebrities and their impact on the market have been the subject of study in recent years. However, the use of Sports Celebrities in Social Media communication by different brands has become increasingly regular and its importance needs more research, so this study was born to fill this gap in the current literature. The aim of this research is to study the influence of the Reputation of a Sports Celebrity (SC) on the creation of Brand Love in the context of Social Media. In order to better understand this influence, we sought to analyze the impact of 3 dimensions: Brand Image, Personal Branding and Celebrity Trust. In this way, we sought to understand how Brand Love can be created through sports celebrities and whether or not this relationship is mediated by the aforementioned dimensions. The methodology adopted in this study was the construction of a structural equation model, supported by a questionnaire answered by a sample of 208 respondents. The results of this survey were then analyzed using SmartPLS software. This research confirmed that using strategies that favor the reputation of a sports celebrity is beneficial for improving Brand Image, personal brand and solidifying the trust that followers have in the sports celebrity. This study showed that although Brand Love is not directly influenced by the celebrity's reputation, it is influenced by trust, personal brand when accompanied by trust and Brand Image when accompanied by the two previous constructs. The construct that is most impacted by a SC’s reputation is trust, which is why this construct influences Brand Love, both directly and indirectly. In addition, there were some significant differences between some groups of respondents, namely in the different age groups, in sports practice and in the social network that the respondent uses most to follow Sports Celebrities. Finally, one of the most important findings of this study is that if an athlete wants to increase the Brand Love of their personal brand, based on their reputation as a Sports Celebrity, they need to work on the trust their followers have in them, since without this, there is no viable relationship between the two constructs.
Sports celebrities and their impact on the market have been the subject of study in recent years. However, the use of Sports Celebrities in Social Media communication by different brands has become increasingly regular and its importance needs more research, so this study was born to fill this gap in the current literature. The aim of this research is to study the influence of the Reputation of a Sports Celebrity (SC) on the creation of Brand Love in the context of Social Media. In order to better understand this influence, we sought to analyze the impact of 3 dimensions: Brand Image, Personal Branding and Celebrity Trust. In this way, we sought to understand how Brand Love can be created through sports celebrities and whether or not this relationship is mediated by the aforementioned dimensions. The methodology adopted in this study was the construction of a structural equation model, supported by a questionnaire answered by a sample of 208 respondents. The results of this survey were then analyzed using SmartPLS software. This research confirmed that using strategies that favor the reputation of a sports celebrity is beneficial for improving Brand Image, personal brand and solidifying the trust that followers have in the sports celebrity. This study showed that although Brand Love is not directly influenced by the celebrity's reputation, it is influenced by trust, personal brand when accompanied by trust and Brand Image when accompanied by the two previous constructs. The construct that is most impacted by a SC’s reputation is trust, which is why this construct influences Brand Love, both directly and indirectly. In addition, there were some significant differences between some groups of respondents, namely in the different age groups, in sports practice and in the social network that the respondent uses most to follow Sports Celebrities. Finally, one of the most important findings of this study is that if an athlete wants to increase the Brand Love of their personal brand, based on their reputation as a Sports Celebrity, they need to work on the trust their followers have in them, since without this, there is no viable relationship between the two constructs.
Description
Keywords
Redes sociais Celebridades desportivas Brand love Brand image Personal branding Celebrity trust Social networks Sports celebrities Brand love Personal branding Brand image Celebrity trust