Social Media In Handball: A Systematic Review

Abstract

Sport seems to be the main cultural activity when it comes
to generating interest in the population, as a business
that moves billions of euros, due to the emotions and
passions generated in the fans. According to different
authors, the emergence of digital marketing techniques,
social networks, and online communication, positions
them as the main tools to reach fans (customers), who
are now digital natives. The aims of this work were: (a) to
explore and better understand the scientific studies on
the application of these techniques in handball; and (b)
to compare the positive effects of digital marketing and
online communication in handball. This systematic review
conforms to the guidelines of the Preferred Reporting
Items for Systematic Reviews and Meta-Analyses. The
databases consulted were the Web of Science and Scopus.
The results provided 40 articles, although only six met all
the inclusion criteria. These records show the link between
online communication and handball. The study shows
that when digital marketing and online communication
techniques are applied, the results are more beneficial
both in economic and sporting terms, despite the notable
limitation of publications in this regard.