Evolution of the use of TikTok in Spanish football.

Comparative study 2021-2023

Authors

DOI:

https://doi.org/10.25029/od.2023.385.24

Keywords:

tiktok, Football, sports communication, social media

Abstract

This paper studies comparatively and longitudinally the use of TikTok as a communication channel of FC Barcelona, Real Madrid, Atlético de Madrid, Sevilla CF, and Valencia CF to categorize and understand their messages. The methodological design consists of a content analysis of the five profiles during March 2021 and March 2023, analyzing a total of 312 videos. The findings are contrasted with four in-depth interviews with sports professionals. The results show a 135% increase in the number of publications and the use of humor as the main content.

Author Biographies

Francisco Javier Zamora Saborit, International University of Valencia

For the past 15 years, he has worked in advertising and as a freelance consultant. He´s also been a speaker at various academic events on branding and strategic marketing, including three years as academic coordinator of the Advanced Course in Sports Communication and Marketing at ESUE Business School. Currently, he is a Marketing and MBA coordinator professor at the International University of Valencia. In addition, he's been a lecturer in two other university Master's programs.  

Guillermo Sanahuja Peris, Jaume I University

Guillermo Sanahuja Peris holds a Ph.D. in Communication Sciences, a degree in Advertising and Public Relations from the University of Alicante, a Master's degree in Marketing and Communication Management from the Ide-Cesem Business School, and a Master's degree in New Processes and Innovation in Communication from the Universitat Jaume I. He currently works as a lecturer at the Department of Communication Sciences at the Universitat Jaume I.

Sandra Arias Montesinos, University of Alicante

Sandra Arias Montesinos is currently working on her Doctorate in Communication and Advertising. She holds a degree in Advertising and Public Relations from the University of Alicante, a University Specialist in Marketing Management from the University Miguel de Cervantes, a Master's in Community Management and Social Media Management in Business from FUNDEUN, a Master's in Strategic Planning from Hoala and a Master in Business Administration (MBA) from Fundesem Business School. She currently works as an SEM specialist at Meridiano Seguros, an activity that she combines with teaching as an associate professor at the University of Alicante and the Universitat Oberta de Catalunya.

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Published

2023-12-21

How to Cite

Zamora Saborit, F. J., Sanahuja Peris, G., & Arias Montesinos, S. (2023). Evolution of the use of TikTok in Spanish football. : Comparative study 2021-2023. Obra Digital, (24), 73–91. https://doi.org/10.25029/od.2023.385.24

Issue

No. 24 (2023): 'Sports communication, beyond sports journalism'

Section

Monographic

License

Copyright (c) 2023 Francisco Javier Zamora Saborit, Guillermo Sanahuja Peris, Sandra Arias Montesinos

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