La programación del contenido en Instagram como factor clave del Engagement en la Liga Asobal

Abstract

Social networks for sports brands are a medium that allows very high levels of interaction with followers. A decade ago, Engagement, the indicator that measures the degree of user interaction with the brand, emerged. The aim of the study is to describe the degree of incidence of the scheduling of content, specifically the day and time factor, on the Engagement on Instagram of the Asobal League clubs. The sample consisted of 271 publications belonging to five clubs that competed during the 2023-24 season. The Spearman correlation test between the independent variable day factor and the dependent variable Engagement rate reflects a correlation coefficient whose p-value<0.01 so the correlation is not significant. On the other hand, the Spearman correlation equation between the hours of the day as the independent variable and the Engagement rate as the dependent variable gives a result of p-value>0.01 and confirms a significant and positive relationship. In practical terms, this study provides knowledge and recommendations to brand managers on factors that affect the Engagement rate in order to execute a correct digital marketing and communication strategy in sport.