Desempenho esportivo e popularidade nas mídias sociais
Uma análise de jogadores da Série A do Campeonato Brasileiro de 2025
Resumo
O futebol profissional tem incorporado métodos quantitativos para avaliar o desempenho esportivo, enquanto a crescente presença dos atletas em plataformas digitais ampliou o interesse pela relação entre desempenho em campo e engajamento do público. O objetivo deste estudo foi analisar a relação entre o desempenho técnico e o engajamento digital de jogadores da Série A do Campeonato Brasileiro de 2025, por meio de análise multicritério. Trata-se de pesquisa quantitativa, descritiva e observacional, baseada em dados secundários públicos, com amostra de 36 jogadores que marcaram pelo menos seis gols na competição. O desempenho técnico foi avaliado pelos métodos SWARA e COPRAS, considerando gols, assistências e finalizações; a associação entre o índice de desempenho e os indicadores de popularidade digital (seguidores no Instagram e Google Trends), valor de mercado e idade foi investigada pela correlação de Spearman. Os resultados não demonstraram correlação estatisticamente significativa entre o desempenho técnico e os indicadores de popularidade digital, idade ou valor de mercado, embora este último tenha mostrado tendência de associação positiva (rs = 0,324; p = 0,054). Conclui-se que o desempenho esportivo, isoladamente, não explica a popularidade digital dos jogadores, evidenciando que fatores externos ao rendimento em campo também influenciam sua visibilidade pública, e que a aplicação integrada dos métodos SWARA e COPRAS mostrou-se adequada para a avaliação objetiva do desempenho esportivo.
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