Interconexão entre religiosidade e comunicação esportiva nas redes sociais: a perspectiva dos muçulmanos indonésios
DOI:
https://doi.org/10.47197/retos.v58.107686Palavras-chave:
Religiosity, Indonesian Muslim society, brand image, social media, digital generationResumo
A religião molda as crenças, os valores e os sistemas sociais normativos da sociedade. A religiosidade muitas vezes se torna um fator que leva os muçulmanos a escolherem esportes. A Indonésia, país com as maiores sociedades muçulmanas do mundo, é considerada como tendo potencial para comunicação desportiva com valores islâmicos. As redes sociais permitem que os atletas desenvolvam uma imagem específica através de valores religiosos comuns com seus torcedores. Este estudo teve como objetivo medir o efeito da religiosidade e da imagem de marca do atleta nas intenções dos fãs muçulmanos indonésios de seguir a conta do Instagram do atleta com uma imagem religiosa. Uma pesquisa transversal foi realizada na Indonésia com 1.245 torcedores de futebol. Os dados coletados foram analisados por meio de modelagem de equações estruturais de mínimos quadrados parciais com o software SmartPLS. O resultado indicou que a religiosidade e a imagem da marca do atleta poderiam prever a intenção dos torcedores muçulmanos de seguir as contas de Instagram dos atletas religiosos de futebol. Esta descoberta sugeriu a importância da gestão estratégica da imagem da marca dos atletas através de contas nas redes sociais, como o desenvolvimento de uma imagem através de um enfoque religioso entre os fãs muçulmanos indonésios.
Palavras-chave: Religiosidade, sociedade muçulmana indonésia, imagem de marca, redes sociais, geração digital
Referências
Abeza, G., O’Reilly, N., & Seguin, B. (2019). Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL. Communication and Sport, 7(1), 80–109. https://doi.org/10.1177/2167479517740343
Abeza, G., & Sanderson, J. (2022). Theory and Social Media in Sport Studies. International Journal of Sport Communication, 15(4), 284–292. https://doi.org/10.1123/ijsc.2022-0108
Ahyar, M., & Alfitri. (2019). Aksi bela islam: Islamic clicktivism and the new authority of religious propaganda in the millennial age Indonesia. Indonesian Journal of Islam and Muslim Societies, 9(1), 1–29. https://doi.org/10.18326/ijims.v9i1
Akgül, M. H., & Karafil, A. Y. (2022). Examining the relationship between religious perception and psychological well-being levels of university football players. Physical Education of Students, 26(2), 48–53. https://doi.org/10.15561/20755279.2022.0201
Arai, A., & Chang, Y. (2015). Achieving Loyalty in Athlete Branding: Examining the Relationship between Athlete Brand Image and Consumer Loyalty. In L. Robinson (Ed.), Marketing Dynamism & Sustainability: Things Change, Things Stay the Same. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 361–364). https://doi.org/10.1007/978-3-319-10912-1_128
Arai, A., Ko, Y. J., & Kaplanidou, K. (2013). Athlete brand image: Scale development and model test. European Sport Management Quarterly, 13(4), 383–403. https://doi.org/10.1080/16184742.2013.811609
Arai, A., Ko, Y. J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97–106. https://doi.org/10.1016/j.smr.2013.04.003
Arli, D. I. (2017). Does ethics need religion? Evaluating the importance of religiosity in consumer ethics. Marketing Intelligence & Planning, 35(2), 205–221. https://doi.org/10.1108/MIP-06-2016-0096
Arli, D. I., & Tjiptono, F. (2018). Consumer ethics, religiosity, and consumer social responsibility: are they related? Social Responsibility Journal, 14(2), 302–320. https://doi.org/10.1108/SRJ-03-2016-0036
Betz, C. L. (2019). Generations X, Y, and Z. Journal of Pediatric Nursing, 44, A7–A8. https://doi.org/10.1016/j.pedn.2018.12.013
Bunt, G. R. (2009). Religion and the Internet. The Oxford Handbook of the Sociology of Religion, 25(1), 1–44. https://doi.org/10.1093/oxfordhb/9780199588961.013.0040
Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Antecedents and consequences of consumer participation in on-line communities: The case of the travel sector. International Journal of Electronic Commerce, 15(2), 137–167. https://doi.org/10.2753/JEC1086-4415150205
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046–1063. https://doi.org/10.1108/OIR-09-2016-0253
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Be creative, my friend! Engaging users on Instagram by promoting positive emotions. Journal of Business Research, (November 2018), 1–10. https://doi.org/10.1016/j.jbusres.2020.02.014
Cheng, J. E. (2019). Religiosity, integration and sport: Muslim women playing Australian rules football. Journal of Australian Studies, 43(1), 55–70. https://doi.org/10.1080/14443058.2019.1577287
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
Coombs, W. T., & Harker, J. L. (2022). Strategic Sport Communication Traditional and Transmedia Strategies for a Global Sports Market. In Taylor & Francis. Retrieved from https://www.taylorfrancis.com/books/9781003031161
David, J., & Lawal, M. C. (2018). Religiosity and Entrepreneurial Intentions in Nigeria. Esensi: Jurnal Bisnis Dan Manajemen, 8(2), 211–222. https://doi.org/10.15408/ess.v8i2.7331
Dida, S., Hafiar, H., Kadiyono, A. L., & Lukman, S. (2021). Gender, education, and digital generations as determinants of attitudes toward health information for health workers in West Java, Indonesia. Heliyon, 7(1). https://doi.org/10.1016/j.heliyon.2021.e05916
DiDuca, D., & Joseph, S. (1997). Schizotypal traits and dimensions of religiosity. British Journal of Clinical Psychology, 36(4), 635–638. https://doi.org/10.1111/j.2044-8260.1997.tb01270.x
Doyle, J. P., Su, Y., & Kunkel, T. (2022). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 22(4), 506–526. https://doi.org/10.1080/16184742.2020.1806897
El-masry, G. A. A. (2016). Cultural and religiosity drivers and satisfaction outcomes of consumer perceived deception in online shopping. Internet Research, 26(4). https://doi.org/10.1108/IntR-06-2015-0168
Fakhruroji, M. (2021). Muslims Learning Islam on the Internet. Handbook of Contemporary Islam and Muslim Lives, 2, 845–862. https://doi.org/10.1007/978-3-030-32626-5_70
Finney, J. M. (1978). A theory of religious commitment. Sociology of Religion: A Quarterly Review, 39(1), 19–35. https://doi.org/10.2307/3710160
Goh, D. P. S. (2009). Introduction: Religious syncretism and everyday religiosity in Asia. Asian Journal of Social Science, 37(1), 5–6. https://doi.org/10.1163/156853109X385367
Goodrich, K., & Ramsey, R. (2012). Are consumers with disabilities receiving the services they need? Journal of Retailing and Consumer Services, 19(1), 88–97. https://doi.org/10.1016/j.jretconser.2011.09.004
Hafiar, H., Budiana, H. R., Mirawati, I., Abdullah, K. H., & Purnomo, E. (2024). Conceptual structure analysis with Bibliometrix package in R: A scientific communication of sport education. Retos, 51, 1245–1254. https://doi.org/10.47197/RETOS.V51.101298
Hafiar, H., Prastowo, A. A., Limilia, P., Amin, K., & Solihin, A. O. (2023). Information Exposure Effect of Athletic Performance, Idolizing and Sportsmanship on Sports Fan Students. Physical Education Theory and Methodology, 23(2), 155–161. https://doi.org/10.17309/tmfv.2023.2.01
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage publications.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., & Sarstedt, M. (2019). Factors versus Composites: Guidelines for Choosing the Right Structural Equation Modeling Method. Project Management Journal, 50(6), 619–624. https://doi.org/10.1177/8756972819882132
Hamzah, S. R., Suandi, T., Hamzah, A., & Tamam, E. (2014). The Influence of Religiosity, Parental and Peer Attachment on Hedonistic Behavior among Malaysian Youth. Procedia - Social and Behavioral Sciences, 122, 393–397. https://doi.org/10.1016/j.sbspro.2014.01.1360
Hasaan, A., Agyemang, K. J. A., Biscaia, R., & Kerem, K. (2018). A conceptual framework to understand the creation of athlete brand and its implications. International Journal of Sport Management and Marketing, 18(3), 169. https://doi.org/10.1504/ijsmm.2018.10012841
Hasaan, A., Berndt, A., & Fişne, M. (2024). Understanding and overcoming the obstacles in Muslim female athlete branding. Journal of Islamic Marketing, 15(7), 1824–1846. https://doi.org/10.1108/JIMA-02-2023-0063
Hasaan, A., Javani, V., Fişne, M., & Sato, S. (2020). Athlete branding in less popular sport: a triadic approach. PODIUM Sport, Leisure and Tourism Review, 9(4), 70–96. https://doi.org/10.5585/podium.v9i4.17580
Hasangani, S. (2022). Religious Identification on Facebook Visuals and (Online) Out-group Intolerance: Experimenting the Sri Lankan Case. Journal of Asian and African Studies, 57(2), 247–268. https://doi.org/10.1177/00219096211008466
Heider, F. (1958). The Psychology of Interpersonal Relations. New York: Wiley.
Jona, I. N., & Okou, F. T. (2013). Sports and religion. Asian Journal of Management Sciences & Education, 2(1), 46–54.
Joseph, E. (2012). The multi - dimensional relationship between religion and sport. Journal of Physical Education, 3(January), 1–7. https://doi.org/10.5897/JPESM11.040
Joseph, S., & DiDuca, D. (2007). The Dimensions of Religiosity Scale: 20-item self-report measure of religious preoccupation, guidance, conviction, and emotional involvement. Mental Health, Religion & Culture, 10(6), 603–608. https://doi.org/10.1080/13674670601050295
Kim, J. K., Overton, H., Bhalla, N., & Li, J. Y. (2020). Nike, Colin Kaepernick, and the politicization of sports: Examining perceived organizational motives and public responses. Public Relations Review, 46(2), 101856. https://doi.org/10.1016/j.pubrev.2019.101856
Kunkel, T., Biscaia, R., Arai, A., & Agyemang, K. J. A. (2020). The role of self-brand connection on the relationship between athlete brand image and fan outcomes. Journal of Sport Management, 34(3), 201–216. https://doi.org/10.1123/JSM.2019-0222
Kunkel, T., Doyle, J., & Na, S. (2022). Becoming more than an athlete: developing an athlete’s personal brand using strategic philanthropy. European Sport Management Quarterly, 22(3), 358–378. https://doi.org/10.1080/16184742.2020.1791208
Lu, J. E., & Lin, J. E. (2022). Computers in Human Behavior Reports Exploring uses and gratifications and psychological outcomes of engagement with Instagram Stories. Computers in Human Behavior Reports, 6(April), 100198. https://doi.org/10.1016/j.chbr.2022.100198
Mazurkiewicz, M. (2019). “God on the Pitch”: the Presence of Religion in Football (an International Historical Perspective). ISHPES 2019 Congress Madrid, Spain • July 14 – 17, 2019 Milestones in The Histories of Sport and Physical Culture.
McKelvey, S. M. (2004). The Growth in Marketing Alliances between US Professional Sport and Legalised Gambling Entities: Are We Putting Sport Consumers at Risk? Sport Management Review, 7(2), 193–210. https://doi.org/10.1016/S1441-3523(04)70050-9
Mundiri, A., & Tohet, M. (2018). Contestation of Religious Identity in the Cyber World: A Case Study of arrahmah.com and VOA Islam Dealing with Religious Others on Facebook. Walisongo: Jurnal Penelitian Sosial Keagamaan, 26(2), 391. https://doi.org/10.21580/ws.26.2.3244
Muñiz, A. M., & Schau, H. J. (2005). Religiosity in the abandoned apple newton brand community. Journal of Consumer Research, 31(4), 737–747. https://doi.org/10.1086/426607
Na, S., Kunkel, T., & Doyle, J. (2020). Exploring athlete brand image development on social media: the role of signalling through source credibility. European Sport Management Quarterly, 20(1), 88–108. https://doi.org/10.1080/16184742.2019.1662465
Newman, T. J., Jefka, B., Lower-Hoppe, L. M., Kimiecik, C., Brgoch, S., Dillard, R., … Ingram, D. (2021). Youth identity formation: (Mis)alignment between urban male youth and sport coaches. Children and Youth Services Review, 120(July 2020), 105733. https://doi.org/10.1016/j.childyouth.2020.105733
Noh, Y. E., & Shahdan, S. (2020). A systematic review of religion/spirituality and sport: A psychological perspective. In Psychology of Sport and Exercise (Vol. 46). Elsevier Ltd. https://doi.org/10.1016/j.psychsport.2019.101603
Omobowale, A. O. (2009). Sports and european soccer fans in Nigeria. Journal of Asian and African Studies, 44(6), 624–634. https://doi.org/10.1177/0021909609343412
Parker, A., & Watson, N. J. (2014). Sport and religion: Culture, history and ideology. Movement and Sports Sciences - Science et Motricite, 2014-January(86), 71–79. https://doi.org/10.1051/sm/2013063
Parmelee, J. H., & Roman, N. (2020). Insta-echoes: Selective exposure and selective avoidance on Instagram. Telematics and Informatics, 52(May), 101432. https://doi.org/10.1016/j.tele.2020.101432
Parry, E., & Urwin, P. (2011). Generational Differences in Work Values: A Review of Theory and Evidence. International Journal of Management Reviews, 13(1), 79–96. https://doi.org/10.1111/j.1468-2370.2010.00285.x
Pearce, L. D., Hayward, G. M., & Pearlman, J. A. (2017). Measuring Five Dimensions of Religiosity across Adolescence. Review of Religious Research, 59(3), 367–393. https://doi.org/10.1007/s13644-017-0291-8
Prakash Yadav, G., & Rai, J. (2017). The Generation Z and their Social Media Usage: A Review and a Research Outline. Global Journal of Enterprise Information System, 9(2), 110. https://doi.org/10.18311/gjeis/2017/15748
Purnomo, E., Ma’mun, A., Kusmaedi, N., Hendrayana, Y., Jermaina, N., Amirudin, A., … Sari, D. M. (2023). Integration of Social Values Through Sport. Retos, 52, 144–153. https://doi.org/10.47197/retos.v52.102459
Ropotin, L. A. G., Arriagada, K. R., & Asensio, C. E. (2022). Taller de role-playing para la Generación Z: un camino hacia la simulación creativa en Expresión Corporal (Role-playing workshop for Generation Z: a pathway through the creative simulation in Body Expression). Retos, 45, 1144–1153. https://doi.org/10.47197/retos.v45i0.91469
Rowatt, W. C., & Al-Kire, R. L. (2021). Dimensions of religiousness and their connection to racial, ethnic, and atheist prejudices. Current Opinion in Psychology, 40, 86–91. https://doi.org/10.1016/j.copsyc.2020.08.022
Schaefer, S. D., Terlutter, R., & Diehl, S. (2019). Is my company really doing good? Factors influencing employees’ evaluation of the authenticity of their company’s corporate social responsibility engagement. Journal of Business Research, 101(March 2018), 128–143. https://doi.org/10.1016/j.jbusres.2019.03.030
Sepdanius, E., Bin Mohd Sidi, M. A., Binti Sanuddin, N. D., Afriani, R., Orhan, B., & Mario, D. (2024). Investigating various factors that influence perceived mental health in physical activity participation in West Sumatera, Indonesia: An approach using SEM-PLS. Retos, 56, 1075–1085. https://doi.org/10.47197/retos.v56.106837
Septianto, F., Tjiptono, F., Paramita, W., & Chiew, T. M. (2021). The interactive effects of religiosity and recognition in increasing donation. European Journal of Marketing, 55(1), 1–26. https://doi.org/10.1108/EJM-04-2019-0326
Sheldon, P., Rauschnabel, P. A., & Honeycutt, J. M. (2019). Negative Social Comparisons on Social Network Sites. The Dark Side of Social Media, 59–73. https://doi.org/10.1016/b978-0-12-815917-0.00004-6
Sofyan, D., Abdullah, K. H., Nurfadila, F., Tanucan, J. C. M., Akinci, A. Y., & Rojo, J. R. (2024). Research journey of sports promotion: A bibliometric analysis. PRofesi Humas, 8(2), 145. https://doi.org/10.24198/prh.v8i2.52577
Syahputra, I. (2016). Religiusitas Sepak Bola dalam Rezim Media : Perspektif Fans Sepak Bola Indonesia. Jurnal Ilmu Komunikasi, 14(2), 94–105.
Syahputra, I., & Hafiar, H. (2019). Activities of netizens on social media and religious spirituality of Indonesian millennials in the era of new media. International Journal of Religion and Spirituality in Society, 9(1), 57–70. https://doi.org/10.18848/2154-8633/CGP/V09I01/57-70
Trothen, T. J. (2019). Sport, spirituality, and religion: New intersections and global challenges. Religions, 10(10), 1–8. https://doi.org/10.3390/rel10100545
Väätäinen, M., & Dickenson, P. (2019). (Re)examining the effects of athlete brand image (ABI) on psychological commitment: an empirical investigation using structural equation modelling (SEM) and fuzzy set qualitative comparative analysis (fsQCA). European Sport Management Quarterly, 19(2), 244–264. https://doi.org/10.1080/16184742.2018.1508242
Wandik, Y., Dina, D., Guntoro, T. S., Sutoro, Wambrauw, O. O. O., Abidjulu, F. C., … Putra, M. F. P. (2024). Interrelation of mental toughness, religiosity, and happiness of elite adolescent athletes based on gender, type of sport,and level of education. Retos, 56(2005), 981–989. https://doi.org/10.47197/retos.v56.103469
Whiteside, E., & Hardin, M. (2010). Public Relations and Sports: Work Force Demographics in the Intersection of Two Gendered Industries. Journal of Sports Media, 5(1), 21–52. https://doi.org/10.1353/jsm.0.0044
Witzling, L., Shaw, B., & Amato, M. S. (2015). Incorporating Information Exposure Into a Theory of Planned Behavior Model to Enrich Understanding of Proenvironmental Behavior. Science Communication, 37(5), 551–574. https://doi.org/10.1177/1075547015593085
Yahya, K. K., Yean, T. F., Johari, J., & Saad, N. A. (2015). The Perception of Gen Y on Organizational Culture, Religiosity and Corruption in Malaysian Public Organizations. Procedia Economics and Finance, 31(15), 251–261. https://doi.org/10.1016/s2212-5671(15)01227-7
Downloads
Publicado
Como Citar
Edição
Secção
Licença
Direitos de Autor (c) 2024 Retos
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/4.0/88x31.png)
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial-SemDerivações 4.0.
Autores que publicam nesta revista concordam com os seguintes termos:
- Autores mantém os direitos autorais e assegurar a revista o direito de ser a primeira publicação da obra como licenciado sob a Licença Creative Commons Attribution que permite que outros para compartilhar o trabalho com o crédito de autoria do trabalho e publicação inicial nesta revista.
- Os autores podem estabelecer acordos adicionais separados para a distribuição não-exclusiva da versão do trabalho publicado na revista (por exemplo, a um repositório institucional, ou publicá-lo em um livro), com reconhecimento de autoria e publicação inicial nesta revista.
- É permitido e os autores são incentivados a divulgar o seu trabalho por via electrónica (por exemplo, em repositórios institucionais ou no seu próprio site), antes e durante o processo de envio, pois pode gerar alterações produtivas, bem como a uma intimação mais Cedo e mais do trabalho publicado (Veja O Efeito do Acesso Livre) (em Inglês).
Esta revista é a "política de acesso aberto" de Boai (1), apoiando os direitos dos usuários de "ler, baixar, copiar, distribuir, imprimir, pesquisar, ou link para os textos completos dos artigos". (1) http://legacy.earlham.edu/~peters/fos/boaifaq.htm#openaccess