Abstract
This research project analyzes the corporate digital sports strategy through a comparative methodology about the official Fan pages of Facebook of Quito’s first division soccer teams from Ecuador during the first stage of the championship LigaPro 2022. Networks are the fastest, effective, dynamic and full of creativity ways of communication that allow transmitting emotions through messages in order to connect with an audience. The study is conducted through their content compiled from public information of the teams’ network accounts. Additionally, the analytics of these Fan pages is presented in a quantitative and qualitative form; over positioning metrics, trends over time, and the posts that have achieved the best impact overall the interaction from the users.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Sports Management and Commercialization
KEYWORDS
Corporate strategy, Soccer, Metrics, Digital platform, Brand positioning
Digital Media
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