Instagram content scheduling as a key Engagement factor in the ASOBAL League

Authors

  • Diego Berraquero Rodríguez Catholic University San Antonio de Murcia, Faculty of Sports, Murcia, Spain
  • Rafael Baena-González University School of Osuna (centre attached to the University of Seville)
  • Carlos Chavarría-Ortíz University School of Osuna (centre attached to the University of Seville)
  • Ana M. Gallardo-Guerrero Catholic University San Antonio de Murcia, Faculty of Sports, Murcia, Spain

DOI:

https://doi.org/10.17398/1885-7019.20.155

Keywords:

Social Networks, Engagement, Digital Marketing, handball, sport

Abstract

Social networks for sports brands are a medium that allows very high levels of interaction with followers. A decade ago, Engagement, the indicator that measures the degree of user interaction with the brand, emerged. The aim of the study is to describe the degree of incidence of the scheduling of content, specifically the day and time factor, on the Engagement on Instagram of the Asobal League clubs. The sample consisted of 271 publications belonging to five clubs that competed during the 2023-24 season. The Spearman correlation test between the independent variable day factor and the dependent variable Engagement rate reflects a correlation coefficient whose p-value<0.01 so the correlation is not significant. On the other hand, the Spearman correlation equation between the hours of the day as the independent variable and the Engagement rate as the dependent variable gives a result of p-value>0.01 and confirms a significant and positive relationship. In practical terms, this study provides knowledge and recommendations to brand managers on factors that affect the Engagement rate in order to execute a correct digital marketing and communication strategy in sport.

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Author Biographies

  • Diego Berraquero Rodríguez, Catholic University San Antonio de Murcia, Faculty of Sports, Murcia, Spain

    Diego Berraquero Rodríguez is a doctoral student in the 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, University School of Osuna (centre attached to the University of Seville)

    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 attached to the University of Seville)

    Carlos Chavarría-Ortíz 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 M. Gallardo-Guerrero, Catholic University San Antonio de Murcia, Faculty of Sports, Murcia, Spain

    Ana María Gallardo-Guerrero 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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Published

2024-05-31

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Vol. 20 No. 2 (2024): E-Balonmano Com, 20(2)

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How to Cite

Instagram content scheduling as a key Engagement factor in the ASOBAL League. (2024). E-Balonmano Com Journal Sports Science, 20(2), 155-168. https://doi.org/10.17398/1885-7019.20.155