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
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