Marketing strategies for inclusion in sport
DOI:
https://doi.org/10.47197/retos.v67.113925Keywords:
Digital strategies, sports diversity, social marketing, social mediaAbstract
Introduction: Social marketing has been used by sports organizations to promote inclusion and diversity in sports. Digital strategies have proven to be effective tools for raising awareness, encouraging participation, and improving the perception of integration among different population groups.
Objective: The objective of this research was to analyze the use of social marketing strategies in Ecuadorian sports organizations to promote inclusion and diversity.
Method: A quantitative approach with a correlational design and non-probability sampling was employed. Structured surveys were applied. The data were analyzed using descriptive and inferential statistics to identify relationships between the implemented strategies and the perception of inclusion in sports.
Results: The results showed that social media campaigns and inclusive advertising were the most effective strategies for improving the perception of inclusion. However, unequal representation of certain groups in promotional materials was evident, limiting the effectiveness of some strategies. In addition, collaboration with organizations specialized in sports inclusion was infrequent.
Discussion: When comparing the findings with previous studies, it was confirmed that digital presence and interaction on social media significantly influence sports participation. However, the need to strengthen the inclusive approach in communication strategies was identified.
Conclusions: It was concluded that social marketing is a key tool for fostering diversity in sports, but it requires more equitable and collaborative planning.
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