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Instagram as a communication tool in sports: A case study of handball
Journal of Digital & Social Media Marketing,
12
(2),
165-177
(2024)
Abstract
Social networks are essential digital marketing tools that allow brands to build relationships with consumers. However, there is little evidence of their value in the field of sports. This study investigates what motivates handball fans to interact with handball organisations in four different countries, identifying digital communication patterns, and exploring the role of Instagram as a tool for participation. The paper focuses on one handball league from each of the study territories, namely: Liga Asobal (Spain), Liga Andebol (Portugal), Ligue Nationale de Handball (France) and Liqui Moly HBL (Germany). Using a sample of Instagram posts made over a three-month period, the study identifies trends in digital communication strategies, as well as peculiarities. The results indicate that all four leagues had a daily presence on Instagram, although ASOBAL and ANDEBOL showed significant difference in their use, participation and success on Instagram compared with HBL and NHL. The study concludes that the opportunities for interaction offered by social platforms and other means of two-way communication are not being fully exploited.
Keywords: sports; digital marketing; social networks; digital communication; engagement
The full article is available to subscribers to the journal.
Author's Biography
Diego Berraquero Rodríguez is a PhD student on the physical activity and sports sciences programme at San Antonio Catholic University of Murcia. A graduate in the field of labour relations and human resources, he has also attended business school, studying social media, digital marketing and commercial management and sales. He is presently participating in several teaching innovation and research projects in relation to sports management and business management.
Ana María Gallardo Guerrero has a doctorate in physical activity and sports sciences. Her research has been published in a variety of journals, magazines and books in the field of sports management, and she has presented her work at numerous conferences, both national and international. She has participated in more than 20 research projects focused on sports surfaces, sports equipment, accessibility and safety in sports facilities.
Carlos Chavarría-Ortiz is the Managing Director of the Osuna University Center. He holds a doctorate in economics and business sciences, and has authored numerous publications for national and international journals within the field of business and management. He has also contributed to and edited books in this field, and delivered more than 40 conference papers. He has led a range of teaching innovation and research projects, and has helped to organise as well as serve on the scientific committees of various international and national conferences.
Rafael Baena-González is a university lecturer with a doctorate in physical activity and sports sciences. His research in sports management, teaching innovation and the internationalisation of higher education has been published in both magazines and journals specialising in sports management and social sciences. He has also contributed chapters to a number of books in these fields, and presented his work at various national and international conferences.
