Analysis of social networks in the spanish fitness sector: a longitudinal study
Keywords:
social networks, fitness centres, website, Facebook, Instagram.Abstract
Social networks are a great marketing tool for companies related to fitness. Different academic works propose to Facebook or Instagram as tools to promote the services since they would also allow the recruitment and loyalty of their clients. The objective of this work is the analysis of the evolution of social networks in the fitness industry in Spain during the period 2015 to 2018. The sample analyzed consists of 215 companies of the CNAE codes 9313 "activities of the gyms" and 9311 "management of sports facilities". Descriptive and incremental analyzes were carried out. The results indicated the predominance of Facebook as the most used social network and a notable increase of the Instagram social network. These findings indicate the behavior of the managers of the fitness centers and that can help to establish actions for the management.
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