Name: THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL
Keywords: социальные сети, social media, instagram, Бразилия, football clubs, футбольные клубы, Инстаграм, маркетинг, интернет, brazil

descriptionPublicationkeyboard_double_arrow_right Article , Other literature type 01 Jan 2018Publisher:Peoples' Friendship University of RussiaJournal:RUDN Journal of Studies in Literature and Journalism, volume 23, pages 331-340 (issn: 2312-9220,

Authors: Sofiya Igorevna Agafonova; Natalya Rastorgueva; Alvarenga Dayanna Delfino;

doi: 10.22363/2312-9220-2018-23-3-331-340

THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL

- Summary
- Subjects
- Metrics

Abstract

The article presents the results of an empirical study, which was held shortly before of the 2018 FIFA World Cup. The goal was to identify the features of the presentation of the Brazilian teams in social networks. The hypothesis that the authors tested was that popular teams have Internet resources that are very close to the ideal model. The authors identified the existing parameters of the ideal Facebook page and the ideal account model in Instagram and then extrapolated the results to the most ranked, according to official statistics, Facebook pages devoted to football: the Brazilian Football Confederation, the Flamengo clubs (Rio de Janeiro) and Corinthians (Sao Paulo). Accordingly, Instagram accounts of the same organizations were also studied. The results did not confirm the hypothesis and revealed communicative problems in the interaction of Brazilian football clubs with their fans in social networks.

Related Organizations

Peoples' Friendship University of Russia
Russian Federation

Keywords

социальные сети, social media, instagram, Бразилия, football clubs, футбольные клубы, Инстаграм, маркетинг, интернет, brazil, Фейсбук, marketing, инстаграм, Literature (General), internet, фейсбук, facebook, PN1-6790, Интернет

Impact byBIP!

	selected citations These citations are derived from selected sources. This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	0
	popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.	Average
	influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	Average
	impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.	Average

Found an issue? Give us feedback

Average

Green

gold