La actividad en las redes sociales: Un estudio de caso en la industria del fitness (The activity on social networks: A case study in the fitness industry)
DOI:
https://doi.org/10.47197/retos.v0i28.34839Keywords:
Facebook, Twitter, centros deportivos, industria del fitness, clientes (Facebook, fitness centres, fitness industry, customers)Abstract
La necesidad de interactuar con los clientes en las organizaciones deportivas, hace que el objetivo de este trabajo sea describir cómo las cadenas de fitness en España gestionan sus contenidos en las redes sociales y qué repercusión tienen sobre los clientes. Enmarcada en la metodología cuantitativa, se presenta un estudio de caso sobre una muestra de siete cadenas de centros de fitness cuya suma total son 73 instalaciones deportivas. El análisis descriptivo mostró en relación a Facebook, que los contenidos de multimedia, información específica e imagen de marca eran los más publicados por las cadenas coincidiendo con el mayor número de Me Gusta, Compartir y Comentarios. También horarios e información general obtuvieron valores altos en Compartir. En relación a Twitter, la imagen de marca obtuvo el mayor número de post al igual que fue el contenido con mayor número de Menciones, Retweets y Favoritos, aunque también destacó atención al cliente en Menciones, e información específica en Retweets y Favoritos.
Abstract. The need to interact with customers in sports organizations drives the purpose of this manuscript, to describe how fitness chains in Spain manage their content on social networks and its impact on consumers. Using quantitative methodology, seven different fitness center chains, also known as franchises, were sampled. The seven fitness franchises totaled 73 sports facilities. A descriptive analysis showed multimedia content; specific information and brand image had the most publications on Facebook by franchises coinciding with the greatest number of Likes, Share and Comments. Scheduling and general information obtained high number of Share. When analyzing content on Twitter, brand image had the largest number of posts as well as Mentions, Retweets and Favorites. Customer service also demonstrated a higher number of Mentions and specific information in Retweets and Favorites.
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