Triathlon posts on InstagramWhat are the most engaging appeals for user interactions?

  1. Einsle, Carmen Sarah 1
  2. García-Fernández, Jerónimo 2
  3. Escalera Izquierdo, Gregorio 1
  1. 1 Universidad Nacional de Educación a Distancia
    info

    Universidad Nacional de Educación a Distancia

    Madrid, España

    ROR https://ror.org/02msb5n36

  2. 2 Universidad de Sevilla
    info

    Universidad de Sevilla

    Sevilla, España

    ROR https://ror.org/03yxnpp24

Revista:
Cultura, ciencia y deporte

ISSN: 1696-5043

Año de publicación: 2024

Volumen: 19

Número: 60

Tipo: Artículo

DOI: 10.12800/CCD.V19I60.2111 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Cultura, ciencia y deporte

Resumen

La identidad de una marca refleja sus valores clave. Por suparte, la imagen de marca son las asociaciones de los usuarios con esta marca. Por tanto, para conocer las percepciones de los usuarios y obtener una posible congruencia entre la identidad y la imagen de marca es inmensamente importante aplicar una estrategia de marketing eficaz. Por ello, el objetivo principal de este estudio es analizar las diferencias de los atractivos de imagen, comparando las identidades y las imágenes de marca de los eventos deportivos en cuestión y su efecto en la interacción del usuario. Se realizó un análisis de contenido, con una muestra global de 629 imágenes de Instagram de cinco triatlones. Se empleó un libro de códigos específicamente elaborado para este estudio. Los atractivos más frecuentes fueron personas, atletas,un entorno urbano, correr como deporte, la línea desalida/meta como momento del evento y la concentracióncomo emoción, con un 90% de imágenes mostrando untono positivo. Las publicaciones que mostraban personas,emociones, un tono positivo y la línea de salida/meta obtuvieron mayores tasas de interacción. Las publicaciones que incluían mujeres o la natación obtuvieron valores medios elevados en las interacciones, pero fueron infrarrepresentadas. Los resultados contribuyen a la literatura sobre el marketing digital en el ámbito de los eventos deportivos al explorar los atractivos de las publicaciones desde la perspectiva de los organizadores y de los usuarios y su impacto en la interacción del usuario.

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Fuente de los datos: Dialnet