Affiliation:
1. University of Valencia, Spain
2. University Miguel Hernández, Spain
Abstract
In the sports industry, artificial intelligence has become a powerful tool for sports managers interested in getting private sponsorships and for DMOs interested in branding a place. In this scenario, two main objectives guide this chapter (1) to generate a ranking of the leading Spanish marathons based on their presence on the four most important social networks in Spain (Facebook, Twitter, Instagram, and YouTube) and (2) to measure the engagement on social networks generated by the first of the marathons identified in the ranking. The official profiles of the accounts of the 10 marathons with the highest number of finishers in 2022 in Spain have been monitored on the social networks listed (Facebook, Twitter, Instagram, and YouTube). As the results show, a marathon can generate high network engagements. The destination's image can be highly favoured thanks to small local events (such as marathons) capable of generating a lot of movement on social networks. However, not all social networks work equally well in promoting sporting events capable of generating engagement.
Reference12 articles.
1. Arranz, L. R. (2022). Los maratones en España pierden más de 13.000 corredores en 2022. Novatos del running. https://www.novatosdelrunning.es/los- maratones-en-espana-pierden-mas-de-13-000-corredores-en-2022/
2. Christina, N. (2023). 16 métricas de redes sociales que realmente importan y cómo darles seguimiento. Hootsuite. https://blog.hootsuite.com/es/metricas-de-redes- sociales/#4_Tasa_de_interaccion
3. Multimodal cyberbullying detection using capsule network with dynamic routing and deep convolutional neural network
4. Going All in on AI
5. Pérez, M. L., & Serrano, M. D. T. (2020). Impacto en redes sociales de la Maratón de Valencia Trinidad Alfonso 2019. Estudios sobre la transformación digital de la comunicación, 67.