Aprovechar la digitalización para mejorar la publicación y el marketing de servicios deportivos (Leveraging Digitalization for Enhanced Publication and Marketing of Sports Services)
DOI:
https://doi.org/10.47197/retos.v57.107051Palabras clave:
digitalization of sports, publication, marketing, sports services, shc appResumen
Las instituciones deportivas de Indonesia aún tienen que adoptar plenamente los canales digitales para difundir y promover sus servicios al público. A pesar de que algunas instituciones participan en publicaciones digitales a través de las principales plataformas de redes sociales, las características existentes no logran abordar de manera integral los requisitos del sector deportivo. Este estudio tiene como objetivo evaluar la eficacia de los esfuerzos de publicación y marketing mediante la digitalización de las instituciones deportivas a través de la aplicación SHC, diseñada específicamente para las necesidades de publicación del sector deportivo. Empleando un enfoque cualitativo, se recopilaron datos de 108 directores de instituciones deportivas utilizando la aplicación SHC. La recopilación de datos implicó el uso de un cuestionario en escala Likert que va del 1 al 5. La validez de los datos se probó mediante el análisis Pearson Product Moment y la confiabilidad se evaluó utilizando Cronbach Alpha. Posteriormente, los datos fueron sometidos a análisis descriptivo cuantitativo y análisis de correlación de Spearman Rank. Los hallazgos revelan que todas las funciones dentro de la aplicación SHC impactan significativamente y fomentan relaciones sólidas en los esfuerzos de publicación y marketing de las instituciones deportivas. En resumen, la aplicación SHC resulta muy propicia para la digitalización de las instituciones deportivas, mejorando significativamente sus iniciativas de publicación y marketing.
Palabras clave: digitalización del deporte, publicación, marketing, servicios deportivos, aplicación shc.
Abstract. Sports institutions in Indonesia have yet to fully embrace digital channels for disseminating and promoting their services to the public. Despite some institutions engaging in digital publication through mainstream social media platforms, the existing features fail to comprehensively address the requirements of the sports sector. This study aims to assess the efficacy of publication and marketing efforts by digitizing sports institutions via the SHC app, purposefully designed for the sports sector's publication needs. Employing a qualitative approach, data were collected from 108 sports institution managers utilizing the SHC app. Data collection entailed the use of a Likert scale questionnaire ranging from 1 to 5. Validity of the data was tested through Pearson Product Moment analysis, and reliability was evaluated using Cronbach Alpha. Subsequently, the data underwent quantitative descriptive analysis and Spearman Rank correlation analysis. Findings reveal that all features within the SHC app significantly impact and foster strong relationships in the publication and marketing endeavors of sports institutions. In summary, the SHC app proves highly conducive to the digitalization of sports institutions, significantly enhancing their publication and marketing initiatives.
Keywords: digitalization of sports, publication, marketing, sports services, shc app
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