Social Media Marketing en el campo del marketing deportivo : el uso de las redes sociales como estrategia de marketing en empresas del sector esquí
Resumen
El objetivo de esta investigación es evaluar el impacto de las redes sociales en el campo del marketing deportivo estudiando el caso de empresas del sector del esquí. Se ha realizado un análisis en profundidad sobre el marketing deportivo y la creciente popularidad del marketing en redes sociales pa The purpose of this research is to evaluate the impact of social media in the field of sports marketing with the example of ski equipment companies. This is carried out through an in-depth analysis on sports marketing and the rising popularity of social media marketing for sports brands in the world. After the analysis of the use of social networks as a marketing strategy of the HEAD Ski company, it is concluded that companies in this sector do not achieve the acquisition and loyalty of their customers through simple promotion of their products. They are promoting the sport itself, thus establishing an emotional relationship with their followers through ski videos or the inclusion of athletes on their page.