Redes sociales en tiempos del COVID-19: el caso de la actividad física Page 1 SOCIOLOGÍA
DEL DEPORTE (SD) ◆ Vol. 1 ◆ Número 1 ◆ Junio 2020 ◆ pp. 41-43 ◆ ISSN: 2660-8456 …

Because social media encourage two-way communication and interaction, they are valuable
relationship-building tools for the marketer who chooses to use them to build dialogue and …

Sports organizations' use of social media (SM) has become a key strategy in the coverage
and promotion of sport. Although research has been done on the success of digital …

Purpose Building on the findings of previous related literature, this paper adopts the uses
and gratifications (U&G) theory to analyze how social media users engage with content …

This study investigated the relationships between fans' engagement with their favorite teams'
Facebook pages, relationship quality with their favorite team, and purchase and referral …

Purpose Research in sport has examined the use of social media by organizations and
athletes, but little research has assessed the effectiveness of social media marketing …

Social media provides a strategic means for non-profit organizations to build and maintain
strong relationships with consumers. The purpose of this study was to apply branding theory …

Research on social-media use in sport should be expanded to include analyses of content
popularity and comparisons across leagues. This study used content analysis and a …

El impacto de las redes sociales ha llegado al escenario deportivo. Los equipos de fútbol
han apostado por estrategias comunicativas basadas en las redes sociales. Entre ellas …

Worldwide, sports gambling is a multibillion-dollar industry. Despite the industry's size and
success, little research has been conducted on sport-gambling operators (SGOs), and no …