Use of social media in fitness centers in Spain

  1. Valcarce Torrente, Manel
  2. Lara Bocanegra, Alejandro 1
  3. Bernal García, Ainara
  4. Pérez Tur, Fernando
  1. 1 Universidad de Sevilla
    info

    Universidad de Sevilla

    Sevilla, España

    ROR https://ror.org/03yxnpp24

Zeitschrift:
Cultura, ciencia y deporte

ISSN: 1696-5043

Datum der Publikation: 2024

Ausgabe: 19

Nummer: 60

Art: Artikel

DOI: 10.12800/CCD.V19I60.2146 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Andere Publikationen in: Cultura, ciencia y deporte

Zusammenfassung

The fitness industry in Spain is experiencing steady growthand is on the rise, relying on digitalization and social mediaas a basis for its continuous progression. The objectiveof this study was to analyze the presence of social media(web and social networks) in fitness centers in Spain during2022, in order to understand how companies in the sectortake advantage of digital platforms to interact and engagewith their clients. The sample consisted of 168 chains/centers that met the previous selection criteria. Webpresence, adoption of social networks, and the level ofengagement achieved by fitness companies in the countrywere examined. The results reveal that fitness companiescontinue to actively use digital platforms to promote theirservices and establish direct communication with theiraudience. In conclusion, this study demonstrates thatthe use of the web and social networks continues to becrucial in the fitness industry. This study will enable fitnessprofessionals to understand how companies leveragedigital platforms to reach and engage their audience in anever-changing environment.

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Fuente de los datos: Dialnet