SOCIAL NETWORKS AS MARKETING COMMUNICATION TOOLS FOR FOOTBALL CLUBS: AN ANALYSIS OF THE TIKTOK ENGAGEMENT OF ONE OF THE MAIN CLUBS IN BRAZIL

Abstract

Digital social networks have reshaped the forms of relationship not only between people, but also between organizations and individuals. Among the most popular platforms in Brazil, TikTok has been gaining prominence, especially since the period of the Covid-19 pandemic, a platform that is characterized by its focus on short videos, is currently being increasingly used by organizations from different fields of activity. Including football clubs. In this context, this article brings an analysis of the public's engagement with posts made on this social network on the profile of Clube de Regatas Vasco da Gama, one of the four main teams in Rio de Janeiro. Thus, through a research with both qualitative and quantitative approaches, it was possible not only to identify types of content commonly published and measure which are more capable of generating greater engagement; It was also allowed to survey the behaviors that such posts generate in fans, sympathizers and others interested in the content published by the institution. Thus, the present research proposes a classification for content frequently posted by other football clubs and also provides insights on how these organizations can use this platform in order to generate and manage relationships with their stakeholders.