Organizational Shifts
Comparison of the Communication between Men's and Women's Instagram Profiles of Real Betis Balompié in the 21-22 Season: Marketing and Advertising Perspective View Digital Media
Paper Presentation in a Themed Session Estefanía Bachiller Herrero, Belén Macías Varela
This study begins with a look back to understand how we have reached the digital era in which we are immersed and understand the evolution and adaptation that clubs have had to make. Real Betis Balompié has been considered by many a benchmark in this regard, thanks to its communication strategy in networks. That is why it is necessary to analyze how Real Betis Balompié makes good use of digital marketing and advertising strategies that bring revenue to the club, as well as it is transcendental to know if the club extrapolates this communicative model carried out in the Instagram profile of the men's team (@realbetisbalompie) to its other teams, hence the inclusion in this study of the women's profile (@realbetistisfem). To do this, an analysis of the content published on these accounts has been carried out, establishing the same parameters such as dates and categories to be analyzed in both profiles to obtain conclusive similarities and differences in terms of their communicative style, focusing especially on the style and marketing tools used such as giveaways, sponsorships or promotions. On the other hand, the opinion of the public in general and their fans, in particular, has been taken into account, firstly, through their interactions on both profiles but also by asking them through a survey about what type of content they prefer to see on social networks since it is currently important to know the preferences of the target to which the communication is addressed before designing future communication strategies.
Participative, Recurring Sport Events and Brand Equity: A Consumer-perceived Approach
Paper Presentation in a Themed Session Petri Bester
Established as a critical strategic tool, branding serves to differentiate organisations from competitors and create added value for consumers. Brand equity, the foundation for establishing the value derived from branded products or services, encompasses constructs like awareness, associations, perceived quality, and loyalty. Prior research affirms the positive impact of both athletic success and brand equity on revenue. Despite a wealth of literature on sport brands and events, a research gap persists, particularly in the exploration of non-fan-related sport experiences and recurring sport events with regard to brand equity. This paper investigates the value creation process from a consumer perspective for participative, recurring sport events. The research objective was addressed through quantitative data collected from an online questionnaire (N = 344) and analysed using Confirmatory Factor Analysis to ensure an appropriate model fit. Results indicate that several sport-specific elements, including the quality of the route layout and event safety standards, alongside traditional brand equity factors such as brand exclusivity and preference, significantly contribute to the brand equity of recurring, participative events. Notably, event sustainability and environmental awareness emerged as new dimensions influencing the brand equity of sport events. The study's findings provide a compelling argument that participative sport consumers require a different approach to value creation, resulting in a revised brand equity model, as compared to their spectating counterparts. Furthermore, recurring sports events should consider the value generated by contributing to society and local infrastructure, as indicated by the identified value drivers in the collected data.
Sport, Music and National Culture: A Case Study of Brazilian Music in Rhythmic Gymnastics Group Performances
Paper Presentation in a Themed Session Mateus Henrique De Oliveira, Daniela Bento Soares, Laurita Schiavon
The Rhythmic Gymnastics group series are artistic performances in which five gymnasts perform body and apparatus movements in a choreographed sequence set to music, in which the artistic component is evaluated. A notable characteristic of Brazilian performances has been the use of national rhythms in their presentations, which has made a significant contribution to spreading Brazilian culture internationally and, above all, to the gymnasts' identification with the routines presented. The aim of this study was to identify how many and which songs and rhythms have been used in the performances of Brazilian groups in international competitions since 2000, the year in which the Brazilian team came to international notoriety. For this purpose, 67 songs used in 32 events were analyzed, between 2000 and 2023 years. We found that 49 songs (73,13%) are from rhythms such as samba, maracatu, axé, bossa nova and forró, by Brazilian composers and performers. The fact that the majority of the songs are Brazilian may indicate that they are well received by the public who follow the competitions. At the same time, the music and movements characteristic of these rhythms are an interesting way of promoting Brazil's body and music culture worldwide, making sport a way of affirming Brazilian culture on the international stage. Finally, the relationship between the use of Brazilian rhythms and the factors of identification and representation of the gymnasts with the competition routine is reiterated, promoting motivation and demonstrating the possibility of greater protagonism of the gymnasts in the choreographic composition performed.
