Marketing digital no ecossistema do ténis: uma revisão sistemática
DOI:
https://doi.org/10.47197/retos.v68.115844Palavras-chave:
Desportos de raquete, negócios, marketing digital, estratégia, internet, redes sociaisResumo
Introdução: A utilização de planos de marketing digital é uma prática comum entre organizações desportivas e particulares para aumentar a visibilidade e comercializar produtos e serviços. No ténis, esta tendência tem sido constante desde que o desporto se globalizou.
Objectivo: Esta revisão sistemática procurou fornecer uma visão geral da investigação sobre o marketing digital no ténis até Abril de 2025, com foco nas áreas, tópicos e ferramentas de marketing digital mais estudados.
Metodologia: As bases de dados Web of Science, Scopus e PubMed foram pesquisadas seguindo as diretrizes PRISMA. Os estudos incluídos deveriam ser em inglês e focados em marketing, marketing digital e ténis. Foram encontrados um total de 665 artigos, mas apenas 19 cumpriram os critérios de inclusão.
Resultados: A análise temática identificou quatro temas principais: (a) torneios e organizações de ténis, (b) populações de ténis, (c) produtos ou tendências de ténis e (d) plataformas, ferramentas ou dispositivos.
Discussão: Os resultados indicaram que os temas mais estudados são os torneios, as populações e os produtos. No entanto, o número limitado de estudos revela uma lacuna na investigação sobre as estratégias de marketing digital no ténis.
Conclusões: A necessidade de mais investigação sobre o marketing digital no ténis foi destacada, e foram oferecidas aplicações práticas para investigadores e profissionais, com ênfase em futuras direções de investigação para promover o ténis.
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