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Publication
As estratégias de marketing digital adotadas pelas empresas em contexto pandémico : análise de casos dos ginásios em São Miguel
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Advisor(s)
Abstract(s)
O presente trabalho de investigação foi realizado com a finalidade de analisar as estratégias adotadas pelas empresas, durante a pandemia, nomeadamente o caso dos ginásios de São Miguel. Este tema revela-se pertinente, dada a escassez de estudos nesta área na Região Autónoma dos Açores. Desta forma, foram selecionadas quatro instalações desportivas de diferentes localidades e cujas classificações e serviços fossem semelhantes, para a recolha de dados qualificativos, através de entrevistas semiestruturadas aos responsáveis pelas instalações.
Com base nas entrevistas pode-se concluir que o COVID-19 foi considerado um acelerador de mudança nas empresas e transformação digital, considerando que as instalações desportivas alteraram o seu funcionamento, recorrendo ao digital como solução para conseguir oferecer aos seus sócios um serviço/oferta personalizada e adaptada à nova realidade.
Também foi possível aferir a importância do marketing e da componente digital, na medida em que as instalações desportivas encontraram no marketing uma forma de manter a relação com o cliente, procurando oferecer-lhe o conforto necessário para o período pandémico que iriam atravessar. Verificou-se, ainda, que as empresas interligaram o desporto ao marketing desportivo, digital e relacional.
ABSTRACT: This research work was carried out with the purpose of analyzing the strategies adopted by companies during the pandemic, namely the case of São Miguel gyms. This topic is relevant, given the scarcity of studies in this area in the Autonomous Region of the Azores. In this way, four sports facilities were selected from different locations and whose ratings and services were similar, for the collection of qualifying data, through semi-structured interviews with those responsible for the facilities. Based on the interviews, it can be concluded that COVID-19 was considered an accelerator of change in companies and digital transformation, considering that sports facilities have changed their functioning, using digital as a solution to be able to offer their members a service/offer personalized and adapted to the new reality. It was also possible to assess the importance of marketing and the digital component, as sports facilities found in marketing a way to maintain the relationship with the customer, seeking to offer them the necessary comfort for the pandemic period they would go through. It was also found that companies linked sport to sports, digital and relational marketing.
ABSTRACT: This research work was carried out with the purpose of analyzing the strategies adopted by companies during the pandemic, namely the case of São Miguel gyms. This topic is relevant, given the scarcity of studies in this area in the Autonomous Region of the Azores. In this way, four sports facilities were selected from different locations and whose ratings and services were similar, for the collection of qualifying data, through semi-structured interviews with those responsible for the facilities. Based on the interviews, it can be concluded that COVID-19 was considered an accelerator of change in companies and digital transformation, considering that sports facilities have changed their functioning, using digital as a solution to be able to offer their members a service/offer personalized and adapted to the new reality. It was also possible to assess the importance of marketing and the digital component, as sports facilities found in marketing a way to maintain the relationship with the customer, seeking to offer them the necessary comfort for the pandemic period they would go through. It was also found that companies linked sport to sports, digital and relational marketing.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 28 de dezembro de 2022, Universidade dos Açores.
Keywords
COVID-19 Comércio Electrónico Marketing Pandemia Digital Marketing E-Commerce Pandemic
Pedagogical Context
Citation
Funchinho, Eva Carolina Almeida (2022). "As estratégias de marketing digital adotadas pelas empresas em contexto pandémico: análise de casos dos ginásios em São Miguel", 63 p.. Mestrado em Ciências Económicas e Empresariais. Ponta Delgada: Universidade dos Açores. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/6627>