Técnicas de marketing de los clubes de fútbol de élite en las redes sociales

Rafael Cano Tenorio
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引用次数: 5

Abstract

Communication has always had an important role managing the clubs, which is influential in sporting institutions and economic events in the society. In the area of communication, social media has advanced during the last years, and became a basic part of professional football clubs leading to a greater support of the fans and generating more confidence and media outreach in society than ever before. In this research, it has been done analysis of the management often official soccer clubs social media accounts, with historic success in international competitions, of the international confederations CONMEBOL, CONCACAF and UEFA. The methodology of the study, has been based in observation and the analysis of content, and the research objective is evaluate the utilization of content categories related with marketing, and considering the communication department of each football club as issuer of content in the official Facebook, Instagram and Twitter accounts. The results show big differences in emission of marketing content. The data obtained are useful for improve the strategic management of digital communication of these entities.
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精英足球俱乐部在社交媒体上的营销技巧
沟通在俱乐部管理中一直扮演着重要的角色,在体育机构和社会经济事件中都具有影响力。在传播领域,社交媒体在过去几年中取得了进步,并成为职业足球俱乐部的基本组成部分,从而获得了更多的球迷支持,并在社会上产生了比以往任何时候都更多的信心和媒体宣传。在这项研究中,我们分析了在国际比赛中取得历史性成功的CONMEBOL、CONCACAF和UEFA的官方足球俱乐部社交媒体账户的管理情况。研究的方法是基于对内容的观察和分析,研究目的是评估与营销相关的内容类别的利用情况,并考虑到每个足球俱乐部的传播部门是官方Facebook, Instagram和Twitter账户中内容的发布者。结果表明,营销内容的排放存在较大差异。所获得的数据有助于改善这些实体的数字通信战略管理。
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来源期刊
CiteScore
2.70
自引率
0.00%
发文量
21
审稿时长
12 weeks
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