THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Peoples’ Friendship University of Russia (RUDN University)
2018-12-01
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| Series: | RUDN Journal of Studies in Literature and Journalism |
| Subjects: | |
| Online Access: | http://journals.rudn.ru/literary-criticism/article/view/19022 |
| _version_ | 1818118464884178944 |
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| author | Natalya Evgenevna Rastorgueva Alvarenga Dayanna Delfino Sofiya Igorevna Agafonova |
| author_facet | Natalya Evgenevna Rastorgueva Alvarenga Dayanna Delfino Sofiya Igorevna Agafonova |
| author_sort | Natalya Evgenevna Rastorgueva |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-11T04:54:44Z |
| format | Article |
| id | doaj.art-ae346766436b49a6849ce21b52d6ab0e |
| institution | Directory Open Access Journal |
| issn | 2312-9220 2312-9247 |
| language | English |
| last_indexed | 2024-12-11T04:54:44Z |
| publishDate | 2018-12-01 |
| publisher | Peoples’ Friendship University of Russia (RUDN University) |
| record_format | Article |
| series | RUDN Journal of Studies in Literature and Journalism |
| spelling | doaj.art-ae346766436b49a6849ce21b52d6ab0e2022-12-22T01:20:18ZengPeoples’ Friendship University of Russia (RUDN University)RUDN Journal of Studies in Literature and Journalism2312-92202312-92472018-12-0123333134010.22363/2312-9220-2018-23-3-331-34016684THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASILNatalya Evgenevna Rastorgueva0Alvarenga Dayanna Delfino1Sofiya Igorevna Agafonova2<p>Российский университет дружбы народов</p><p>Российский университет дружбы народов</p><p>Российский университет дружбы народов</p>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.http://journals.rudn.ru/literary-criticism/article/view/19022Интернетсоциальные сетиФейсбукИнстаграммаркетингБразилияфутбольные клубы |
| spellingShingle | Natalya Evgenevna Rastorgueva Alvarenga Dayanna Delfino Sofiya Igorevna Agafonova THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL RUDN Journal of Studies in Literature and Journalism Интернет социальные сети Фейсбук Инстаграм маркетинг Бразилия футбольные клубы |
| title | THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL |
| title_full | THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL |
| title_fullStr | THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL |
| title_full_unstemmed | THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL |
| title_short | THE COMMUNICATION STRATEGIES OF FOOTBALL CLUBS IN SOCIAL MEDIA PLATFORMS: THE CASE OF BRASIL |
| title_sort | communication strategies of football clubs in social media platforms the case of brasil |
| topic | Интернет социальные сети Фейсбук Инстаграм маркетинг Бразилия футбольные клубы |
| url | http://journals.rudn.ru/literary-criticism/article/view/19022 |
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