Fifteenth International Conference on Sport & Society

Abstract

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.

Presenters

Estefanía Bachiller Herrero
Student, Publicidad y Relaciones Públicas con Marketing e Investigación de Mercados , Universidad de Cádiz, Ávila, Spain

Belén Macías Varela
Profesora, Marketing y Comunicación, Universidad de Cádiz, Cádiz, Spain