Analysis of social networks and Engagement of the clubs of the Asobal League 2020-2023

Authors

DOI:

https://doi.org/10.47197/retos.v56.104921

Keywords:

social media, marketing, online communication, sport, handball

Abstract

Only 15% of the population is not on social networks. Social networks have become social platforms for daily and everyday use that allow people to interact with each other and with their favorite brands. As a consequence, the present study aims to know the evolution of the number of followers of the Asobal League clubs between the 2020/21-2023/24 seasons, examine whether there is any type of relationship between the classification and the number of followers and, find out which has been the platform with the greatest growth. 16 clubs from the Asobal League participated (exceptionally in the 2020/21 season, instead of 16 clubs competing, 18 teams participated in the Spanish first handball division due to COVID-19), using descriptive analyzes and the Wilcoxon test and the Spearman correlation test. The results indicate a considerable increase in the number of followers in all the clubs that have participated in the sample and Instagram is the social network that has reflected the greatest growth.

Keywords: Social media, marketing, online communication, sport, handball.

Author Biographies

Diego Berraquero Rodriguez, San Antonio Catholic University of Murcia, Faculty of Sport, Murcia, Spain.

He is a PhD students Physical Activity and Sports Sciences program and graduated in Labor Relations and Human Resources, where he achieved the best records of his degree. In addition, he has studies in relation to social media, Digital Marketing and commercial management and sales taught in highly prestigious Business Schools. Currently, at the beginning of his research career, he is part of several teaching innovation and research projects in relation to sports management and business management.

Rafael Baena González, Institutional Affiliation: University School of Osuna (centre ascribed to the University of Seville), Seville Spain.

He has a doctor in Physical Activity and Sports Sciences. In research he has published 6 articles in JCR and SJR magazines and 7 publications in IN-RECS, LATINDEX, and national magazines specializing in sports management and Social Sciences. In addition, he is the author of book chapters in prestigious publishing houses, 15 communications at national and international conferences. He has spent more than 2 years in stays in Portugal and Mexico, different projects and teaching innovation activities and more than 1000 hours of university teaching. He researches sports management, teaching innovation and internationalization of higher education.

Carlos Chavarría Ortíz, University School of Osuna (centre ascribed to the University of Seville), Seville Spain.

He has a doctor in Economics and Business Sciences and managing director of the Osuna University Center. As a researcher, he is the author of more than 30 publications in high-impact journals (JCR and SJR) and national and international journals specialized in management and the business community. Throughout his career, he has edited and contributed to books from prestigious publishers and magazines with more than 40 conference papers. He has led several teaching innovation and research projects, as well as an organizing member and scientific committee of different international and national conferences.

Ana María, San Antonio Catholic University of Murcia, Faculty of Sport, Murcia, Spain.

She has a doctorate in Physical Activity and Sports Sciences. In research, she has published 37 articles in journals in JCR and SJR and 17 publications in IN-RECS, LATINDEX, and national magazines specializing in sports management. In addition, she has published more than 20 book chapters in prestigious publishers and more than 35 communications presented at national and international conferences. She has also participated in 21 research projects, 4 of a European nature and 2 of teaching innovation. The studies are focused on sports surfaces, sports equipment, accessibility and safety in sports facilities.

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2024-07-01

How to Cite

Berraquero Rodriguez, D., Baena González, R., Chavarría Ortíz, C., & Ana María. (2024). Analysis of social networks and Engagement of the clubs of the Asobal League 2020-2023. Retos, 56, 497–505. https://doi.org/10.47197/retos.v56.104921

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Vol. 56 (2024)

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Original Research Article

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