Aproveitar a digitalização para melhorar a publicação e o marketing de serviços esportivos
DOI:
https://doi.org/10.47197/retos.v57.107051Palavras-chave:
digitalization of sports, publication, marketing, sports services, shc appResumo
As instituições desportivas indonésias ainda não adotaram totalmente os canais digitais para divulgar e promover os seus serviços junto do público. Embora algumas instituições se envolvam na publicação digital através das principais plataformas de redes sociais, os recursos existentes não conseguem responder de forma abrangente às necessidades do setor desportivo. Este estudo tem como objetivo avaliar a eficácia dos esforços editoriais e de marketing através da digitalização das instituições desportivas através da aplicação SHC, desenhada especificamente para as necessidades editoriais do setor desportivo. Utilizando uma abordagem qualitativa, foram coletados dados de 108 diretores de instituições esportivas por meio do aplicativo SHC. A coleta de dados envolveu a aplicação de um questionário em escala Likert variando de 1 a 5. A validade dos dados foi testada pela análise Pearson Product Moment e a confiabilidade foi avaliada pelo Alfa de Cronbach. Posteriormente, os dados foram submetidos à análise descritiva quantitativa e à análise de correlação de Spearman Rank. As descobertas revelam que todos os recursos do aplicativo SHC impactam significativamente e promovem relacionamentos sólidos nos esforços de publicação e marketing das instituições esportivas. Em resumo, a aplicação SHC é muito propícia à digitalização das instituições desportivas, melhorando significativamente as suas iniciativas de publicação e marketing.
Palavras-chave: digitalização do esporte, publicação, marketing, serviços esportivos, aplicação shc.
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