Elite athletes as brand ambassadors in Chile: Analysis of the social network communication strategy of the new generations in minority sports
This paper shows the results of a qualitative research project aimed to know what importance the sportsmen and advertisers give to the management of social networksas strategic communication platforms. There is the intention of offering a description, the most closed to reality, about the level of t...
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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Facultad de Ciencia Política y Relaciones Internacionales, Universidad Nacional de Rosario
2020
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| Acceso en línea: | https://latrama.unr.edu.ar/index.php/trama/article/view/724 |
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I15-R200-article-7242021-07-13T13:23:55Z Elite athletes as brand ambassadors in Chile: Analysis of the social network communication strategy of the new generations in minority sports Los deportistas de élite como embajadores de marca en Chile: Análisis de la estrategia de comunicación en redes sociales de las nuevas generaciones en deportes minoritarios De Ferrari, Sebastián Feijoo, Beatriz Guerrero, Juan José sports marketing social networks personal branding sports sponsorship cobranding marketing deportivo redes sociales marca personal patrocinio deportivo cobranding This paper shows the results of a qualitative research project aimed to know what importance the sportsmen and advertisers give to the management of social networksas strategic communication platforms. There is the intention of offering a description, the most closed to reality, about the level of the communication media planning in the Chilean athletes from less massive disciplines, especially when they turn into brand ambassadors. We employed the Delphi Scientific method with seven referents of the sportive world of Chile with different professional vocations (four national athletes, sport manager, marketing agent of Adidas Chile, sportive journalist) to generate a discussion about the communicative strategy from diverse perspectives. The results indicate that the sportsmen manage spontaneously their social networks, without contemplating the possibility of developing their own personal brand that allow them to keep a cobranding relationship with advertisers that sponsor them, who are really interested in this type of commercial exchange. En este artículo se presentan los resultados de una investigación cualitativa encaminada a conocer qué relevancia adquiere para los deportistas y anunciantes la gestión de redes sociales como plataformas de comunicación estratégica. Se trata de ofrecer una descripción, lo más próxima a la realidad, del nivel de planificación de la comunicación digital de los deportistas de élite de nacionalidad chilena de disciplinas menos masivas, especialmente cuando se convierten en embajadores de alguna marca. Se empleó el método Delphi para lo que se contó con la colaboración de siete profesionales referentes del mundo deportivo de Chile con roles diferentes dentro de la industria del deporte (cuatro deportistas nacionales, sport manager, agente de marketing de Adidas Chile, periodista especializado) con el objetivo de aproximarse y definir, a través de opiniones de expertos en la materia, la estrategia comunicativa imperante en este contexto de análisis. Entre las conclusiones se puede destacar que este perfil de deportista gestiona “espontáneamente” sus redes sociales sin una estrategia comunicativa (ni económica) de base, sin contemplar la posibilidad de desarrollar a largo plazo su propia marca personal que les permita mantener una relación de cobranding con los anunciantes que les patrocinan, interesados cada vez más en este tipo de relación comercial Facultad de Ciencia Política y Relaciones Internacionales, Universidad Nacional de Rosario 2020-03-07 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://latrama.unr.edu.ar/index.php/trama/article/view/724 10.35305/lt.v24i1.724 Journal La Trama de la Comunicación; Vol. 24 No. 1 (2020); 039-053 La Trama de la Comunicación; Vol. 24 Núm. 1 (2020); 039-053 La Trama de la Comunicación; v. 24 n. 1 (2020); 039-053 2314-2634 1668-5628 spa https://latrama.unr.edu.ar/index.php/trama/article/view/724/490 |
| institution |
Universidad Nacional de Rosario |
| institution_str |
I-15 |
| repository_str |
R-200 |
| container_title_str |
La Trama de la Comunicación |
| language |
Español |
| format |
Artículo revista |
| topic |
sports marketing social networks personal branding sports sponsorship cobranding marketing deportivo redes sociales marca personal patrocinio deportivo cobranding |
| spellingShingle |
sports marketing social networks personal branding sports sponsorship cobranding marketing deportivo redes sociales marca personal patrocinio deportivo cobranding De Ferrari, Sebastián Feijoo, Beatriz Guerrero, Juan José Elite athletes as brand ambassadors in Chile: Analysis of the social network communication strategy of the new generations in minority sports |
| topic_facet |
sports marketing social networks personal branding sports sponsorship cobranding marketing deportivo redes sociales marca personal patrocinio deportivo cobranding |
| author |
De Ferrari, Sebastián Feijoo, Beatriz Guerrero, Juan José |
| author_facet |
De Ferrari, Sebastián Feijoo, Beatriz Guerrero, Juan José |
| author_sort |
De Ferrari, Sebastián |
| title |
Elite athletes as brand ambassadors in Chile: Analysis of the social network communication strategy of the new generations in minority sports |
| title_short |
Elite athletes as brand ambassadors in Chile: Analysis of the social network communication strategy of the new generations in minority sports |
| title_full |
Elite athletes as brand ambassadors in Chile: Analysis of the social network communication strategy of the new generations in minority sports |
| title_fullStr |
Elite athletes as brand ambassadors in Chile: Analysis of the social network communication strategy of the new generations in minority sports |
| title_full_unstemmed |
Elite athletes as brand ambassadors in Chile: Analysis of the social network communication strategy of the new generations in minority sports |
| title_sort |
elite athletes as brand ambassadors in chile: analysis of the social network communication strategy of the new generations in minority sports |
| description |
This paper shows the results of a qualitative research project aimed to know what importance the sportsmen and advertisers give to the management of social networksas strategic communication platforms. There is the intention of offering a description, the most closed to reality, about the level of the communication media planning in the Chilean athletes from less massive disciplines, especially when they turn into brand ambassadors. We employed the Delphi Scientific method with seven referents of the sportive world of Chile with different professional vocations (four national athletes, sport manager, marketing agent of Adidas Chile, sportive journalist) to generate a discussion about the communicative strategy from diverse perspectives. The results indicate that the sportsmen manage spontaneously their social networks, without contemplating the possibility of developing their own personal brand that allow them to keep a cobranding relationship with advertisers that sponsor them, who are really interested in this type of commercial exchange. |
| publisher |
Facultad de Ciencia Política y Relaciones Internacionales, Universidad Nacional de Rosario |
| publishDate |
2020 |
| url |
https://latrama.unr.edu.ar/index.php/trama/article/view/724 |
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