Biblioteca Digital de VanguardiaStudy of the Instagram communications strategy of sports startups in Spain
This paper focuses on the analysis of the communication role of sports startups in the main social net-works -Instagram- especially based on the narratives used. Due to the great importance of digital communication for business development, the main objective of this research is to find out how digi...
| Autores principales: | , |
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| Formato: | Revistas |
| Lenguaje: | Español Inglés |
| Publicado: |
Universidad Politécnica Salesiana (Ecuador)
2023
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| Acceso en línea: | https://universitas.ups.edu.ec/index.php/universitas/article/view/7003 |
| _version_ | 1782340270649507840 |
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| author | Lobillo-Mora, Gema Paniagua-Rojano, Francisco Javier |
| author_facet | Lobillo-Mora, Gema Paniagua-Rojano, Francisco Javier |
| author_sort | Lobillo-Mora, Gema |
| collection | Revista |
| description | This paper focuses on the analysis of the communication role of sports startups in the main social net-works -Instagram- especially based on the narratives used. Due to the great importance of digital communication for business development, the main objective of this research is to find out how digital communication works in these emerging companies. The content analysis technique is applied to the 200 most relevant publications of each startup -selected from the ranking of the last two years in the ecosystem of El Referente- using the Fanpagekarma tool to obtain the sample. The study of the publicationsof these sports startups is complemented with a qualitative examination of the strategies followed, most frequent formats and the topics that dominate the agenda of these entities through the social network.Among the most noteworthy results, it is observed that sports start-ups opt for the promotion strategy-mainly of services, activities and the brand-. In terms of journalistic genres on social networks, themost used by these companies is news (69 %), while the most used formats are images, image carousels,reels and videos. The predominant agenda on Instagram in the sector focuses on #fitness, #personaltrai-ner, brands, #sport, #health and #nutrition |
| format | Revistas |
| id | oai:revistas.ups.edu.ec:article-7003 |
| institution | Universitas |
| language | Español Inglés |
| publishDate | 2023 |
| publisher | Universidad Politécnica Salesiana (Ecuador) |
| record_format | ojs |
| spelling | oai:revistas.ups.edu.ec:article-70032023-02-27T22:48:31Z Study of the Instagram communications strategy of sports startups in Spain Estudio de la estrategia comunicativa en Instagram de las startups deportivas en España Lobillo-Mora, Gema Paniagua-Rojano, Francisco Javier comunicación corporativa startups financiación estrategias redes sociales deporte comunicación digital Instagram Corporate communication startups financing strategies social networks sport digital communication Instagram This paper focuses on the analysis of the communication role of sports startups in the main social net-works -Instagram- especially based on the narratives used. Due to the great importance of digital communication for business development, the main objective of this research is to find out how digital communication works in these emerging companies. The content analysis technique is applied to the 200 most relevant publications of each startup -selected from the ranking of the last two years in the ecosystem of El Referente- using the Fanpagekarma tool to obtain the sample. The study of the publicationsof these sports startups is complemented with a qualitative examination of the strategies followed, most frequent formats and the topics that dominate the agenda of these entities through the social network.Among the most noteworthy results, it is observed that sports start-ups opt for the promotion strategy-mainly of services, activities and the brand-. In terms of journalistic genres on social networks, themost used by these companies is news (69 %), while the most used formats are images, image carousels,reels and videos. The predominant agenda on Instagram in the sector focuses on #fitness, #personaltrai-ner, brands, #sport, #health and #nutrition Este trabajo se centra en el análisis del papel de la comunicación de las startups deportivas en las principales redes sociales -Instagram- especialmente basado en las narrativas utilizadas. Debido a la granimportancia que tiene la comunicación digital para el desarrollo del negocio, el objetivo principal de estainvestigación es conocer cómo la trabajan en estas empresas emergentes. En esta investigación se aplica la técnica del análisis de contenido en las 200 publicaciones más relevantes de cada startup- seleccionadas del ranking de los últimos dos años en el ecosistema de El Referente- utilizando para la obtención de la muestra la herramienta Fanpagekarma. El estudio de las publicaciones de estas empresas emergentes del ámbito deportivo se complementa con un examen cualitativo de las estrategias seguidas, formatos más frecuentes y los temas que dominan en la agenda de estas entidades a través de la red social. Entre los resultados más destacados, se observa que las startups deportivas optan por la estrategia de promoción-fundamentalmente de servicios, actividades y de la marca-. En cuanto a los géneros periodísticos enredes sociales, el más utilizado por estas empresas es el informativo (69%), mientras que los formatos másempleados son las imágenes, los carruseles de imágenes, los reels y los vídeos. La agenda predominanteen Instagram en el sector se centra en #fitness, #entrenadorpersonal, marcas, #deporte, #salud y #nutricion Universidad Politécnica Salesiana (Ecuador) 2023-04-06 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/pdf application/zip application/zip https://universitas.ups.edu.ec/index.php/universitas/article/view/7003 10.17163/uni.n38.2023.04 Universitas; No. 38 (2023): (March 2023-August 2023): Trends and challenges of sports journalism in the era of digital disruption.; 85-109 Universitas; Núm. 38 (2023): (marzo 2023-agosto 2023): Tendencias y retos del periodismo deportivo en la era de la disrupción digital; 85-109 1390-8634 1390-3837 10.17163/uni.n38 spa eng https://universitas.ups.edu.ec/index.php/universitas/article/view/7003/6581 https://universitas.ups.edu.ec/index.php/universitas/article/view/7003/6582 https://universitas.ups.edu.ec/index.php/universitas/article/view/7003/6583 https://universitas.ups.edu.ec/index.php/universitas/article/view/7003/6584 Derechos de autor 2023 Universidad Politénica Salesiana http://creativecommons.org/licenses/by-nc-sa/4.0 |
| spellingShingle | Lobillo-Mora, Gema Paniagua-Rojano, Francisco Javier Study of the Instagram communications strategy of sports startups in Spain |
| title | Study of the Instagram communications strategy of sports startups in Spain |
| title_full | Study of the Instagram communications strategy of sports startups in Spain |
| title_fullStr | Study of the Instagram communications strategy of sports startups in Spain |
| title_full_unstemmed | Study of the Instagram communications strategy of sports startups in Spain |
| title_short | Study of the Instagram communications strategy of sports startups in Spain |
| title_sort | study of the instagram communications strategy of sports startups in spain |
| url | https://universitas.ups.edu.ec/index.php/universitas/article/view/7003 |