Capacitação dos instrutores através de práticas de gestão de recursos humanos para implementar estratégias de marketing digital que promovam a participação dos estudantes em atividades físicas universitárias
DOI:
https://doi.org/10.47197/retos.v82.118091Palavras-chave:
Gestão de recursos humanos, estratégias de marketing digital, atividade física universitária, capacitação do instrutor, envolvimento dos alunos, modelação de equações estruturaisResumo
Introdução: Promover o envolvimento dos alunos nas atividades físicas é um pilar da educação holística no ensino superior. Embora o marketing digital seja uma ferramenta fundamental para este propósito, existe uma lacuna significativa na investigação sobre a relação sinérgica entre as práticas de Gestão de Recursos Humanos (GRH), o marketing digital liderado por docentes e o envolvimento dos estudantes, particularmente no contexto iraniano. Este estudo, focado na Universidade Islâmica Azad, em Teerão, examina estes mecanismos e posiciona a GRH não apenas como uma função interna, mas como um factor crítico para o sucesso institucional na promoção de uma comunidade universitária vibrante e empenhada.
Objectivo: O objectivo deste estudo é preencher a lacuna de investigação existente, investigando como as práticas estratégicas de GRH melhoram a implementação de estratégias de marketing digital eficazes. Estas estratégias, por sua vez, servem como um poderoso preditor do envolvimento dos alunos, com o marketing digital a desempenhar um papel mediador fundamental que elucida o principal mecanismo através do qual a GRH influencia os resultados dos alunos, para além de um efeito positivo direto da GRH.
Metodologia: Este estudo quantitativo transversal foi realizado em 2025 com uma amostra de 265 docentes e estudantes da Universidade Islâmica Azad, em Teerão. Os dados foram analisados utilizando a Modelação de Equações Estruturais (MEE). As variáveis de controlo incluíram atividades desportivas anteriores, género e área de estudo, todas as quais apresentaram uma relação positiva com a participação dos alunos em atividades físicas.
Resultados: Os resultados revelaram que as práticas estratégicas de Gestão de Recursos Humanos (GRH) potenciam significativamente a implementação de estratégias de marketing digital eficazes. Estas estratégias foram um forte preditor do envolvimento dos alunos, com o marketing digital a atuar como um mediador significativo na explicação do principal mecanismo através do qual a GRH impacta os resultados dos alunos, para além de um efeito positivo direto da GRH. As variáveis de controlo — atividades desportivas anteriores, género e área de estudo — também demonstraram uma relação positiva com a participação dos alunos.
Conclusões: A capacitação dos instrutores através da GRH estratégica vai além de uma função interna e serve como um fator vital para o sucesso institucional, fornecendo a base essencial para a excelência do marketing digital. Esta abordagem promove uma comunidade universitária mais vibrante e empenhada, enfatizando que o investimento em GRH pode aumentar, direta e indiretamente, a participação dos estudantes em atividades físicas
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