Engagement And Social Networks Of The Asobal League Clubs In 2023

Abstract

Social networks bring the club closer to its fans and
followers, and therefore, to its customers. As a result,
this study aims to examine the different social networks
used by Asobal League clubs, as well as to analyze the
degree of engagement on Instagram (Ei) and Twitter (Et) as
dependent variables, and whether independent variables
such as the ranking at the end of the season, victories,
years since the club was founded, and the number of
spectators, are able to explain the engagement. The study
involved 10 professional clubs in the 2022/23 season,
and statistical tests such as Pearson’s correlation models,
simple linear regressions and multiple linear regressions
were performed. The results show that the relationship
between the variables Ei and Et is positive and statistically
significant. The relationship between the explanatory
variables and Engagement is not significant. It is noteworthy that Barça Handbol had the highest number of victories in the competition and yet the lowest Engagement. Despite the increase in studies on the effects of social networks, it is necessary to continue analyzing predictor variables of the degree of engagement of followers in order to achieve more stable and beneficial relationships.