Article

João Carlos Valdez Mindof; Gisela Consolmagno Pelegrini

DOI: 10.22167/2675-6528-202602530

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by the Pecege Institute for textual synthesis and organization.

Abstract

The reduction in in-person attendance of members in non-profit sports clubs is a recurring challenge. This study investigated how digital platforms can induce in-person re-engagement, analyzing the role of digital planning and communication, the influence of sociability and belonging, the contribution of digitally mediated affective memory, and the effect of symbolic recognition mechanisms, such as gamification. A mixed methodological approach was adopted, including qualitative interviews supported by a Minimum Viable Product (MVP) for discursive elicitation, and a quantitative questionnaire for data triangulation. Content analysis identified four central dimensions: planning and convenience, sociability and belonging, affective memory, and symbolic recognition. The results suggested that digital mediation can favor in-person attendance, although its effects depend on contextual factors and are not linear. It was concluded that in-person re-engagement is a multidimensional process mediated by mutually reinforcing functional, relational, and symbolic dynamics. The study contributed an interpretive model and a discussion of the ambivalence of digital mediation, indicating that it does not replace in-person interaction and is influenced by contextual and individual conditions.

Keywords: Content analysis; Sports clubs; Digital engagement; Digital platforms; In-person re-engagement.

1. Introduction

The reduction in in-person attendance of members in non-profit sports clubs is a recurring challenge for associative organizations. Although technological advancements have expanded the possibilities for communication and interaction among members, it is observed that such resources do not always translate into greater participation in in-person activities. This complex scenario demands a deep understanding of engagement dynamics.

In this context, a gap is evident in the understanding of the factors that effectively influence the decision to attend in person, especially in environments where social interaction becomes partially mediated by digital platforms. The transition to digital raises questions about how technology can both facilitate and, in some cases, hinder physical presence.

From the perspective of consolidated theoretical approaches, engagement in community contexts can be understood through the notion of sense of community, as proposed by McMillan and Chavis (1986). This theory defines sense of community as a feeling of belonging, mutual influence, integration, and emotional connection among members, crucial elements for collective participation.

Complementarily, Tajfel’s (1978) social identity theory indicates that individuals tend to engage more intensely in groups with which they identify. This identification seeks belonging, recognition, and social differentiation. Thus, engagement can be understood not only as a result of functional factors but also as an expression of symbolic and identity processes that structure group participation.

Given this panorama, the central problem of this research focuses on: in what way can digital platforms act as drivers for the in-person re-engagement of members in sports clubs?

To answer this question, the study unfolds into specific objectives: (i) analyze the role of digital planning and communication in organizing participation; (ii) understand the influence of sociability and belonging on the decision to attend; (iii) examine the contribution of digitally mediated affective memory; and (iv) evaluate the effect of symbolic recognition mechanisms, especially through gamification. It starts from the hypothesis that digital mediation, when structured from functional, relational, and symbolic dimensions, can contribute significantly to the re-engagement of members in sports clubs.

Recent empirical evidence suggests that digital mediation can act as a facilitator of decision-making, by reducing organizational uncertainties and increasing the predictability of activities (Stegmann & Lang, 2025). Furthermore, digital mediation is a central element in sports engagement and in building bonds between participants (Oparauogo, 2025). Recent investigations also highlight the role of digital marketing in organizing and mobilizing participants in local sports events (Oliveira, Mendonça e Vieira, 2025), reinforcing the relevance of digital platforms as instruments for organizing and interacting among members. Thus, the present research is justified by the importance of deepening the understanding of the topic, with the general objective of investigating how digital dynamics influence in-person re-engagement.

2. Material and Methods

The present study was characterized as a research of an applied nature, adopting a mixed methodological approach to investigate the influence of digital platforms on the in-person re-engagement of associates in sports clubs. The research began with a qualitative stage, focused on understanding the underlying processes, and was complemented by a quantitative stage, aiming at data triangulation and interpretive consistency.

Regarding the objectives, the investigation was exploratory and descriptive in nature. It sought to identify, categorize, and interpret the motivations, barriers, and factors associated with the decision to attend in-person activities, in a context where theoretical systematization in Brazil is still incipient. The central method employed was Content Analysis, according to Bardin’s (2016) systematization.

The research was developed in a non-profit associative sports club, where participation is organized around face-to-face events and activities mediated by digital channels. The research universe comprised twenty-five active club members. The qualitative sample consisted of eleven participants and the quantitative sample of eighteen, with partial overlap between the groups.

Participants were selected by convenience and accessibility, with inclusion criteria that encompassed: (i) active affiliation with the institution; (ii) participation in in-person activities; and (iii) use, even if occasional, of the club’s digital channels. In the qualitative scope, the definition of the number of participants followed the criterion of theoretical saturation, as proposed by Guest, Bunce, and Johnson (2006).

Qualitative data collection was carried out through semi-structured interviews, following the guidelines of Gibbs (2009). The interviews were conducted using a script that addressed participation experiences, motivations and barriers to in-person attendance, perception of the role of digital platforms, and meanings attributed to elements of recognition, memory, and belonging. The collection process took place between November and December 2025.

As a tool to support discursive elicitation, a digital artifact designed as a Minimum Viable Product (MVP) was used. This MVP was developed based on the principles of Lean Startup (Ries, 2011) and usability heuristics (Nielsen, 1995; Krug, 2014), on a no-code platform with artificial intelligence. The artifact acted as a mediator in the production of meanings, stimulating participants’ reflection on their engagement experiences.

Complementarily, a structured questionnaire with closed-ended questions was applied, aiming to measure perceptions, engagement levels, and intention of in-person attendance after interaction with the digital artifact. The quantitative data were organized in an electronic spreadsheet and analyzed using descriptive statistics, with calculation of absolute and relative frequencies, as well as exploratory analysis of association between categorical variables.

The analysis of the qualitative empirical material followed the three stages of Bardin’s Content Analysis (2016): (i) pre-analysis, with corpus organization, floating reading, and definition of recording units (theme) and context units (interview); (ii) material exploration, through inductive thematic coding and construction of analytical categories; and (iii) treatment of results, inference, and interpretation, articulating the empirical findings to the theoretical framework.

Methodological triangulation, of a convergent nature, was employed to complement the qualitative findings with quantitative data, reinforcing the interpretive coherence of the study (Flick, 2009). The quantitative data were used to identify recurring patterns and compare participants’ perceptions of engagement, platform use, and intention for in-person attendance.

The research was conducted in accordance with ethical principles applicable to studies with human beings, observing autonomy, beneficence, non-maleficence, and confidentiality. All participants were informed about the study’s objectives, the voluntary nature of participation, and the guarantee of anonymity, by signing the Informed Consent Form (ICF).

The data collected, both through interviews and questionnaires, were used exclusively for scientific purposes, in accordance with the General Data Protection Law (LGPD). The information was treated in an aggregated manner and without individual identification, with records stored in a secure digital environment, with restricted access, ensuring confidentiality and integrity.

3. Results and Discussion

The in-person re-engagement of associates in sports clubs, mediated by digital platforms, has revealed itself as a complex and multifaceted phenomenon, understood through the articulation of functional, relational, and symbolic dimensions. The analysis of qualitative and quantitative data, triangulated with the theoretical framework, allowed for the identification of recurring interpretative patterns, which manifest in an integrated manner in the participants’ experiences. The findings indicate that digital mediation can favor in-person attendance, although its effects are not linear and depend on contextual and individual factors, as discussed below.

The research identified four central categories that structure the dynamics of in-person re-engagement: Planning and Anticipation; Sociability and Belonging; Digitally Mediated Affective Memory; and Gamification and Symbolic Recognition. These dimensions, although distinct, interact and mutually reinforce each other, contributing to the organization of social practices and the strengthening of community ties. The digital platform acts as a facilitator, integrating these elements and offering an environment for member interaction and mobilization. Planning and anticipation as a structuring condition for attendance

The predictability of activities emerged as a crucial factor for the decision of associates’ in-person attendance. Qualitative reports highlighted the need for an “annual calendar” to organize participation, mentioning the difficulty imposed by “hectic schedules” and “lack of long-term planning.” Early communication and constant updates on the dates of the stages were pointed out as essential elements for associates to reconcile their personal commitments with the club’s activities.

Quantitative data corroborated this perception, evidencing the high prioritization of the “event calendar” and the demand for advance planning. Among the most desired functionalities for future versions of the platform, the “calendar with meeting dates” was the most requested, with 72.2% of responses, followed by “advance planning of stages”, with 66.7%. This underscores the importance of digital tools that offer clarity and temporal organization, reducing uncertainty and friction in the associates’ decision-making.

This centrality of digital planning aligns with the perspective of Stegmann and Lang (2025), who suggest that digital mediation can reduce cognitive costs and organizational uncertainties, facilitating decision-making. By providing an “annual calendar” and “updates on the dates of the stages”, the digital platform acts as a sociotechnical infrastructure that organizes participation and contributes to the construction of trust and continuity of collective practices, fundamental elements for the sense of community (McMillan & Chavis, 1986). Sociability and belonging as the core identity of re-engagement

The relational dimension proved to be one of the main motivators for in-person re-engagement, with participation strongly linked to social experience and bond building. Expressions such as “brotherhood,” “long-time friends,” “gang,” “gathering,” and “barbecue” were recurrent in the discourse, indicating that the value attributed to in-person meetings transcends the sporting activity itself, focusing on coexistence and social interaction.

The appreciation of social interaction was equally evident in the quantitative data, with reports such as “keeping in touch with the gang”, “friendships for life”, and “good vibes” reinforcing the role of belonging. Satisfaction with the platform’s functionalities that allow viewing “circuits and stages” (event history) was high, with 61.1% of respondents giving a score of 5 (very satisfied) and 22.2% a score of 4, suggesting that the platform becomes a symbolic extension of the community, where members can revisit and plan their interactions.

These findings are in line with McMillan and Chavis’ (1986) sense of community theory, which emphasizes belonging, mutual influence, and emotional connection as pillars of collective participation. The digital platform, by increasing the visibility of these interactions and allowing to “keep in touch with friends”, strengthens the social identity of the associates (Tajfel, 1978) and the sense of being part of a community of practice (Wenger, 1998), where social bonds are continuously reinforced and valued. Digitally mediated affective memory and identity continuity

Affective memory plays a significant role in the re-engagement process, being activated and reinforced by digital records. Participants mentioned the importance of “endless summers”, the “energy of the encounter”, “surfing with friends”, and the “beach vibe” as elements that evoke positive memories and emotions. Interaction with platform content, such as “looking at old photos of friends” and “photos reinforce affective memories”, demonstrated the digital environment’s ability to reactivate past experiences.

The “surfer photo gallery” feature achieved a high degree of satisfaction in the quantitative survey, with 83.3% of respondents giving it a score of 5 (very satisfied) and 16.7% a score of 4. This indicates that the platform, by offering a repository of visual records, acts as an emotional trigger and a mechanism for symbolic continuity for the group. The possibility of viewing “my photos were added” or “reportage from the last edition” reinforces the individual connection with the collective history of the club.

These elements suggest that digital records can act as mediators of collective memory, reactivating past experiences and reinforcing the group’s symbolic continuity. The platform, in this sense, functions as a memory repository that contributes to the maintenance of community identity over time, as discussed by Wenger (1998) in relation to communities of practice. Digital mediation, by preserving and making these contents available, intensifies engagement and the construction of bonds between participants (Oparauogo, 2025). Gamification and symbolic recognition as mechanisms for social valorization

The results also highlighted the relevance of symbolic recognition mechanisms, especially those associated with gamification, such as rankings and individual highlights. Reports like “championship ranking”, “wave of the month”, “mural to be proud of”, and “my photos were added” indicate that public recognition and the appreciation of individual and collective achievements are important vectors of engagement.

The evaluation of “satisfaction with the championship ranking” in the quantitative survey revealed an extremely positive result, with 66.7% of respondents giving a score of 5 (very satisfied) and 33.3% a score of 4, and 5.6% a score of 3. This demonstrates that gamification, by offering visibility and a sense of achievement, reinforces the identity of an active member and stimulates participation. The perception that these mechanisms “instigate the crowd” and “engage” associates is an indication of their effectiveness.

From the perspective of Tajfel’s (1978) social identity theory, these symbolic recognition mechanisms can be interpreted as markers of differentiation and belonging, influencing engagement. Gamification, by creating a system of social valuation, contributes to members feeling recognized and valued within the group, strengthening their identification with the club. However, it is important to note that such dynamics can, in some contexts, also reinforce distinctions between members, which requires a balance to avoid acting contrary to collective participation.

The joint analysis of the data reveals that in-person re-engagement is not the result of isolated factors, but of a set of interdependent dimensions that mutually reinforce each other. The conceptual model emerging from the research suggests that planning and convenience, sociability and belonging, affective memory and symbolic recognition and gamification, mediated by digital mechanisms, contribute to the increase in intention and attendance at in-person events, which, in turn, strengthens community engagement. The digital platform, in this context, assumes a relevant role by acting on three levels: functional, organizing participation; relational, strengthening social bonds; and symbolic, activating memory and recognition.

Although digital mediation presents significant potential for re-engagement, research also points to the ambivalence of this mediation. It was observed that technological mediation does not act exclusively as an inducer, and in some cases, may reduce the perceived need for face-to-face encounters by displacing part of the engagement to the digital environment. Furthermore, structural barriers such as geographical distance, time constraints, and personal commitments persist, not being fully overcome by technology.

The results indicate that in-person re-engagement is a multidimensional process mediated by mutually reinforcing functional, relational, and symbolic dynamics. Digital mediation, when structured to address these dimensions, can favor in-person attendance, but its effects depend on contextual and individual factors, not presenting linearly. The platform acts as a facilitator of interaction and organization, but it does not replace in-person interaction and is influenced by the associates’ contextual and individual conditions.

4. Conclusion

This study investigated how digital platforms can act as drivers of in-person re-engagement of associates in sports clubs. It was found that digital mediation favors attendance through the articulation of functional, relational, and symbolic dimensions. The findings indicated that digital planning and communication, by offering predictability and organization, are crucial for the decision to participate. It was observed that sociability and belonging, expressed in the appreciation of social ties and coexistence, constitute central motivators. It was also identified that affective memory, activated by digital records such as photos and historical content, acts as a mechanism of symbolic continuity. Finally, it was found that mechanisms of symbolic recognition, such as gamification, reinforce identity and stimulate engagement. These dimensions interact and reinforce each other, configuring a multidimensional process in which the digital platform plays a relevant role in the organization, strengthening of ties, and activation of memory and recognition.

The study’s main contribution lies in proposing an interpretive model that highlights the multidimensional nature of in-person re-engagement and introduces the discussion of the ambivalence of digital mediation, indicating that it does not replace in-person interaction and is influenced by contextual and individual conditions. For managers of associative organizations, the findings suggest the relevance of considering not only the adoption of digital tools but also the intentional structuring of these dimensions as an engagement strategy. However, the specific scope of the organizational context and the descriptive nature of the quantitative analysis are recognized as limitations, restricting the generalization of the results. Furthermore, the use of the Minimum Viable Product (MVP) may have influenced participants’ discourse. For future studies, it is suggested to deepen the analysis of the tensions inherent in digital mediation and broaden the investigation to other contexts, employing more advanced methods to explore the positive effects and ambivalences in social engagement processes.

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Article originating from the Final Coursework of Specialization in Digital Business from the MBA USP/Esalq

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