Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales
El marketing deportivo es un área del mercadeo muy amplia por conocer y explorar. El objetivo de esta investigación es exponer un panorama general de los estudios realizados acerca del marketing deportivo y su evolución en los medios digitales, a nivel mundial, así como su relacionamiento a nivel pr...
- Autores:
-
Bossa Rivera, María Alejandra
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2024
- Institución:
- Universidad Santo Tomás
- Repositorio:
- Repositorio Institucional USTA
- Idioma:
- spa
- OAI Identifier:
- oai:repository.usta.edu.co:11634/53670
- Acceso en línea:
- http://hdl.handle.net/11634/53670
- Palabra clave:
- Marketing
Sports
Social media
Engagament
Branding
Bibliometrics
Mercado
Análisis Bibliométrico
Marketing Deportivo
Marketing
Deporte
Medios de comunicación social
engagement
Branding
Bibliometría
- Rights
- openAccess
- License
- Atribución-NoComercial-SinDerivadas 2.5 Colombia
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Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales |
| title |
Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales |
| spellingShingle |
Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales Marketing Sports Social media Engagament Branding Bibliometrics Mercado Análisis Bibliométrico Marketing Deportivo Marketing Deporte Medios de comunicación social engagement Branding Bibliometría |
| title_short |
Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales |
| title_full |
Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales |
| title_fullStr |
Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales |
| title_full_unstemmed |
Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales |
| title_sort |
Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales |
| dc.creator.fl_str_mv |
Bossa Rivera, María Alejandra |
| dc.contributor.advisor.none.fl_str_mv |
Neme Chávez, Samir Ricardo |
| dc.contributor.author.none.fl_str_mv |
Bossa Rivera, María Alejandra |
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https://orcid.org/0000-0003-2327-4947 |
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https://scholar.google.com/citations?hl=es&user=I_RekVUAAAAJ https://orcid.org/0000-0003-1295-7881 |
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https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193 https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001849126 |
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Universidad Santo Tomás |
| dc.subject.keyword.spa.fl_str_mv |
Marketing Sports Social media Engagament Branding Bibliometrics |
| topic |
Marketing Sports Social media Engagament Branding Bibliometrics Mercado Análisis Bibliométrico Marketing Deportivo Marketing Deporte Medios de comunicación social engagement Branding Bibliometría |
| dc.subject.lemb.spa.fl_str_mv |
Mercado Análisis Bibliométrico Marketing Deportivo |
| dc.subject.proposal.spa.fl_str_mv |
Marketing Deporte Medios de comunicación social engagement Branding Bibliometría |
| description |
El marketing deportivo es un área del mercadeo muy amplia por conocer y explorar. El objetivo de esta investigación es exponer un panorama general de los estudios realizados acerca del marketing deportivo y su evolución en los medios digitales, a nivel mundial, así como su relacionamiento a nivel presencial. A partir de la base de datos académica Scopus, se analizaron 168 registros con base al tema de estudio. A partir de la revista académica Sport Marketing Quarterly, se analizaron 11 registros con base al tema de estudio. A partir del sitio web académico Journal of Sports Management se analizaron 150 registros con base al tema de estudio. Mediante la exploración de distintos indicadores bibliométricos clave se identificaron las publicaciones más citadas, los autores y países más productivos, las instituciones más participativas a nivel mundial, el trabajo de cooperación entre autores de todo el mundo, los temas más relevantes de estudio, y la co-ocurrencia de palabras clave. |
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2024 |
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2024-01-23T16:43:38Z |
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2024-01-23T16:43:38Z |
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2024-01-22 |
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Trabajo de grado |
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info:eu-repo/semantics/acceptedVersion |
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http://purl.org/coar/resource_type/c_7a1f |
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acceptedVersion |
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Bossa Rivera, M.A. (2024).Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales. [Trabajo de Grado, Universidad Santo Tomás]. Repositorio Institucional. |
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http://hdl.handle.net/11634/53670 |
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reponame:Repositorio Institucional Universidad Santo Tomás |
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Bossa Rivera, M.A. (2024).Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales. [Trabajo de Grado, Universidad Santo Tomás]. Repositorio Institucional. reponame:Repositorio Institucional Universidad Santo Tomás instname:Universidad Santo Tomás repourl:https://repository.usta.edu.co |
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spa |
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(N.d.-b). Fee.org. Retrieved December 11, 2023, from https://fee.org/articles/the-economic-benefits-of-legalized-sports-betting-in-the-us-would-be-huge/ (N.d.-c). Researchgate.net. Retrieved December 11, 2023, from https://www.researchgate.net/figure/Figura-1-Modelo-PRISMA-de-la-revision-sistematica-de-la-Literatura-Fuente-Elaboracion_fig3_366422368 Clarke, E., Geurin, A. N., & Burch, L. M. (2022). Team identification, motives, and behaviour: a comparative analysis of fans of men’s and women’s sport. Managing Sport and Leisure, 1–24. https://doi.org/10.1080/23750472.2022.2049455 Dakroub, R., Koles, B., Issa, H., & Jens, B. (2023). Instagram users’ motives of social media engagement with female athletes. The international journal of sport and society, 14(2), 173–199. https://doi.org/10.18848/2152-7857/cgp/v14i02/173-199 Doyle, J. P., Su, Y., & Kunkel, T. (2022). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 22(4), 506–526. https://search.ebscohost.com/login.aspx?direct=true&db=s3h&AN=157887029&lang=es&site=eds-live&scope=site Einsle, C.-S., Escalera-Izquierdo, G., & García-Fernández, J. (2023). Social media hook sports events: a systematic review of engagement. Communication & Society, 36(3), 133–151. https://doi.org/10.15581/003.36.3.133-151 Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166–181. https://doi.org/10.1016/j.smr.2014.11.001 Geurin-Eagleman, A. N., & Burch, L. M. (2016). Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram. Sport Management Review, 19(2), 133–145. https://doi.org/10.1016/j.smr.2015.03.002 Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018–1025. https://doi.org/10.1016/j.jbusres.2013.08.008 Hendry, N. A., Hartung, C., & Welch, R. (2022). Health education, social media, and tensions of authenticity in the ‘influencer pedagogy’ of health influencer Ashy Bines. Learning, Media and Technology, 47(4), 427–439. https://doi.org/10.1080/17439884.2021.2006691 Högberg, J., Ramberg, M. O., Gustafsson, A., & Wästlund, E. (2019). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50, 122–130. https://doi.org/10.1016/j.jretconser.2019.05.006 Li, Y.-M., Hsieh, C.-Y., & Fan, S.-N. (2023). A social selection mechanism for sports betting market. Decision Support Systems, 114119, 114119. https://doi.org/10.1016/j.dss.2023.114119 Li, Y., & Xie, Y. (2020). Is a picture worth a thousand words? An empirical study of image content and social media engagement. JMR, Journal of Marketing Research, 57(1), 1–19. https://doi.org/10.1177/0022243719881113 Martínez-López, F. J., Anaya-Sánchez, R., Molinillo, S., Aguilar-Illescas, R., & Esteban-Millat, I. (2017). Consumer engagement in an online brand community. Electronic Commerce Research and Applications, 23, 24–37. https://doi.org/10.1016/j.elerap.2017.04.002 MATANG, Cecep DARMAWAN, Karim SURYADI, & Leni ANGGRAENI. (2023). Sport fans using social media: A study on celebrity sports fans. / Fani sportu korzystający z mediów społecznościowych: badanie dotyczące fanów gwiazd sportu. Sport & Tourism Central European Journal / Sport i Turystyka Srodkowoeuropejskie Czasopismo Naukowe, 6(3), 99–116. https://search.ebscohost.com/login.aspx?direct=true&db=s3h&AN=172357719&lang=es&site=eds-live&scope=site Naraine, M. L., & Bakhsh, J. T. (2022). Optimizing social media engagement in professional sport: A 3-year examination of Facebook, Instagram, and Twitter posts. International Journal of Sport Communication, 15(2), 103–116. https://search.ebscohost.com/login.aspx?direct=true&db=s3h&AN=157457626&lang=es&site=eds-live&scope=site Naraine, M. L., Wear, H. T., & Whitburn, D. J. (2019). User engagement from within the Twitter community of professional sport organizations. Managing Sport and Leisure, 24(5), 275–293. https://search.ebscohost.com/login.aspx?direct=true&db=s3h&AN=138419100&lang=es&site=eds-live&scope=site Oates, T. P. (2009). New media and the repackaging of NFL fandom. Sociology of Sport Journal, 26(1), 31–49. https://search.ebscohost.com/login.aspx?direct=true&db=s3h&AN=37012029&lang=es&site=eds-live&scope=site Parganas, P., Anagnostopoulos, C., & Chadwick, S. (2015). ‘You’ll never tweet alone’: Managing sports brands through social media. Journal of Brand Management, 22(7), 551–568. https://doi.org/10.1057/bm.2015.32 Rowe, D., & Gilmour, C. (2010). Sport, media, and consumption in Asia: A merchandised milieu. The American Behavioral Scientist, 53(10), 1530–1548. https://doi.org/10.1177/0002764210368083 Smith, A. C. T., Stavros, C., & Westberg, K. (2017). Brand Fans. Springer International Publishing. https://link.springer.com/content/pdf/10.1007/978-3-319-48854-7.pdf Stavros, C., Meng, M. D., Westberg, K., & Farrelly, F. (2014). Understanding fan motivation for interacting on social media. Sport Management Review, 17(4), 455–469. https://doi.org/10.1016/j.smr.2013.11.004 Su, Y., Baker, B. J., Doyle, J. P., & Yan, M. (2020). Fan engagement in 15 seconds: Athletes’ relationship marketing during a pandemic via TikTok. International Journal of Sport Communication, 13(3), 436–446. https://doi.org/10.1123/ijsc.2020-0238 Vale, L., & Fernandes, T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing, 26(1), 37–55. https://doi.org/10.1080/0965254x.2017.1359655 Vista de EL MARKETING DEPORTIVO COMO ESTRATEGIA PARA EL FUTBOL PROFESIONAL ECUATORIANO (Original). (n.d.). Udg.co.cu. Retrieved November 28, 2023, from https://revistas.udg.co.cu/index.php/olimpia/article/view/77/94 Yim, B. H., Byon, K. K., Baker, T. A., & Zhang, J. J. (2021). Identifying critical factors in sport consumption decision making of millennial sport fans: mixed-methods approach. European Sport Management Quarterly, 21(4), 484–503. https://doi.org/10.1080/16184742.2020.1755713 Yoshida, M., Gordon, B. S., Nakazawa, M., Shibuya, S., & Fujiwara, N. (2018). Bridging the gap between social media and behavioral brand loyalty. Electronic Commerce Research and Applications, 28, 208–218. https://doi.org/10.1016/j.elerap.2018.02.005 |
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Neme Chávez, Samir RicardoBossa Rivera, María Alejandrahttps://orcid.org/0000-0003-2327-4947https://scholar.google.com/citations?hl=es&user=I_RekVUAAAAJhttps://orcid.org/0000-0003-1295-7881https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001344193https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001849126Universidad Santo Tomás2024-01-23T16:43:38Z2024-01-23T16:43:38Z2024-01-22Bossa Rivera, M.A. (2024).Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias Digitales. [Trabajo de Grado, Universidad Santo Tomás]. Repositorio Institucional.http://hdl.handle.net/11634/53670reponame:Repositorio Institucional Universidad Santo Tomásinstname:Universidad Santo Tomásrepourl:https://repository.usta.edu.coEl marketing deportivo es un área del mercadeo muy amplia por conocer y explorar. El objetivo de esta investigación es exponer un panorama general de los estudios realizados acerca del marketing deportivo y su evolución en los medios digitales, a nivel mundial, así como su relacionamiento a nivel presencial. A partir de la base de datos académica Scopus, se analizaron 168 registros con base al tema de estudio. A partir de la revista académica Sport Marketing Quarterly, se analizaron 11 registros con base al tema de estudio. A partir del sitio web académico Journal of Sports Management se analizaron 150 registros con base al tema de estudio. Mediante la exploración de distintos indicadores bibliométricos clave se identificaron las publicaciones más citadas, los autores y países más productivos, las instituciones más participativas a nivel mundial, el trabajo de cooperación entre autores de todo el mundo, los temas más relevantes de estudio, y la co-ocurrencia de palabras clave.Sports marketing is a very broad area of marketing to know and explore. The objective of this research is to present an overview of the studies conducted on sports marketing and its evolution in digital media, worldwide, as well as its relationship at the face-to-face level. From the academic database Scopus, 168 records were analyzed based on the topic of study. From the academic journal Sport Marketing Quarterly, 11 records were analyzed based on the subject of study. From the academic website Journal of Sports Management, 150 records were analyzed based on the topic of study. By exploring different key bibliometric indicators, we identified the most cited publications, the most productive authors and countries, the most participatory institutions worldwide, the cooperative work between authors from around the world, the most relevant topics of study, and the co-occurrence of keywords.Profesional en MercadeoPregradoapplication/pdfspaUniversidad Santo TomásPregrado MercadeoFacultad de MercadeoAtribución-NoComercial-SinDerivadas 2.5 Colombiahttp://creativecommons.org/licenses/by-nc-nd/2.5/co/Abierto (Texto Completo)info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Análisis Bibliométrico Asociado a la Generación del Engagement en el Marketing Deportivo Mediante la Utilización de Estrategias DigitalesMarketingSportsSocial mediaEngagamentBrandingBibliometricsMercadoAnálisis BibliométricoMarketing DeportivoMarketingDeporteMedios de comunicación socialengagementBrandingBibliometríaTrabajo de gradoinfo:eu-repo/semantics/acceptedVersionhttp://purl.org/coar/resource_type/c_7a1finfo:eu-repo/semantics/bachelorThesisCRAI-USTA Bogotá(N.d.-b). Fee.org. Retrieved December 11, 2023, from https://fee.org/articles/the-economic-benefits-of-legalized-sports-betting-in-the-us-would-be-huge/(N.d.-c). Researchgate.net. Retrieved December 11, 2023, from https://www.researchgate.net/figure/Figura-1-Modelo-PRISMA-de-la-revision-sistematica-de-la-Literatura-Fuente-Elaboracion_fig3_366422368Clarke, E., Geurin, A. N., & Burch, L. M. (2022). Team identification, motives, and behaviour: a comparative analysis of fans of men’s and women’s sport. Managing Sport and Leisure, 1–24. https://doi.org/10.1080/23750472.2022.2049455Dakroub, R., Koles, B., Issa, H., & Jens, B. (2023). Instagram users’ motives of social media engagement with female athletes. The international journal of sport and society, 14(2), 173–199. https://doi.org/10.18848/2152-7857/cgp/v14i02/173-199Doyle, J. P., Su, Y., & Kunkel, T. (2022). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 22(4), 506–526. https://search.ebscohost.com/login.aspx?direct=true&db=s3h&AN=157887029&lang=es&site=eds-live&scope=siteEinsle, C.-S., Escalera-Izquierdo, G., & García-Fernández, J. (2023). Social media hook sports events: a systematic review of engagement. Communication & Society, 36(3), 133–151. https://doi.org/10.15581/003.36.3.133-151Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166–181. https://doi.org/10.1016/j.smr.2014.11.001Geurin-Eagleman, A. N., & Burch, L. M. (2016). Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram. Sport Management Review, 19(2), 133–145. https://doi.org/10.1016/j.smr.2015.03.002Grohs, R., & Reisinger, H. (2014). Sponsorship effects on brand image: The role of exposure and activity involvement. Journal of Business Research, 67(5), 1018–1025. https://doi.org/10.1016/j.jbusres.2013.08.008Hendry, N. A., Hartung, C., & Welch, R. (2022). Health education, social media, and tensions of authenticity in the ‘influencer pedagogy’ of health influencer Ashy Bines. Learning, Media and Technology, 47(4), 427–439. https://doi.org/10.1080/17439884.2021.2006691Högberg, J., Ramberg, M. O., Gustafsson, A., & Wästlund, E. (2019). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50, 122–130. https://doi.org/10.1016/j.jretconser.2019.05.006Li, Y.-M., Hsieh, C.-Y., & Fan, S.-N. (2023). A social selection mechanism for sports betting market. Decision Support Systems, 114119, 114119. https://doi.org/10.1016/j.dss.2023.114119Li, Y., & Xie, Y. (2020). Is a picture worth a thousand words? An empirical study of image content and social media engagement. JMR, Journal of Marketing Research, 57(1), 1–19. https://doi.org/10.1177/0022243719881113Martínez-López, F. J., Anaya-Sánchez, R., Molinillo, S., Aguilar-Illescas, R., & Esteban-Millat, I. (2017). Consumer engagement in an online brand community. Electronic Commerce Research and Applications, 23, 24–37. https://doi.org/10.1016/j.elerap.2017.04.002MATANG, Cecep DARMAWAN, Karim SURYADI, & Leni ANGGRAENI. (2023). Sport fans using social media: A study on celebrity sports fans. / Fani sportu korzystający z mediów społecznościowych: badanie dotyczące fanów gwiazd sportu. Sport & Tourism Central European Journal / Sport i Turystyka Srodkowoeuropejskie Czasopismo Naukowe, 6(3), 99–116. https://search.ebscohost.com/login.aspx?direct=true&db=s3h&AN=172357719&lang=es&site=eds-live&scope=siteNaraine, M. L., & Bakhsh, J. T. (2022). Optimizing social media engagement in professional sport: A 3-year examination of Facebook, Instagram, and Twitter posts. 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