The Engagement of the Social Networks in the ACB Basketball League

Abstract

We currently live in a technological age, and in continuous growth. Within this age, social networks have emerged as a way of communicating and creating value in branding. Sports clubs have adapted their way of communicating with their fans and have made social networks an indispensable tool for their daily communication. The aim of the present study is to analyze how the position in the ranking affects the engagement of the social networks of 18 basketball clubs that make up the Endesa ACB League during match days 16 to 34. Specific formulas were used in study to analyze social networks of Facebook, Twitter, Instagram, and YouTube. The results show great variability of engagement results as well as a positive correlation between the ranking in the table and engagement on the different social networks, with Instagram having the highest correlation of all the social networks.