The Engagement of the Social Networks in the ACB Basketball League

Berta Benito-Colio (), Francisco Tomás González-Férnandez, Carlos Martínez-Cantallops and Eduardo García-Mármol
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Berta Benito-Colio: Department of Physical Activity and Sport Sciences, Pontifical University of Comillas (Centro de Estudios Superiores Alberta Giménez), 07013 Palma de Mallorca, Spain
Francisco Tomás González-Férnandez: Department of Physical Education and Sports, Faculty of Education and Sport Sciences, Campus of Melilla, University of Granada, 52006 Melilla, Spain
Carlos Martínez-Cantallops: Department of Physical Activity and Sport Sciences, Pontifical University of Comillas (Centro de Estudios Superiores Alberta Giménez), 07013 Palma de Mallorca, Spain
Eduardo García-Mármol: Department of Physical Education and Sports, Faculty of Education and Sport Sciences, Campus of Melilla, University of Granada, 52006 Melilla, Spain

Sustainability, 2022, vol. 14, issue 20, 1-9

Abstract: We currently live in a technological age, and in continuous growth. Within this age, social networks have emerged as a way of communicating and creating value in branding. Sports clubs have adapted their way of communicating with their fans and have made social networks an indispensable tool for their daily communication. The aim of the present study is to analyze how the position in the ranking affects the engagement of the social networks of 18 basketball clubs that make up the Endesa ACB League during match days 16 to 34. Specific formulas were used in study to analyze social networks of Facebook, Twitter, Instagram, and YouTube. The results show great variability of engagement results as well as a positive correlation between the ranking in the table and engagement on the different social networks, with Instagram having the highest correlation of all the social networks.

Keywords: basketball; engagement; social networks; ranking; digital marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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