Abstract
Social networks are essential digital marketing tools that allow brands to build relationships with consumers. However, there is little evidence of their value in the field of sports. This study investigates what motivates handball fans to interact with handball organisations in four different countries, identifying digital communication patterns, and exploring the role of Instagram as a tool for participation. The paper focuses on one handball league from each of the study territories, namely: Liga Asobal (Spain), Liga Andebol (Portugal), Ligue Nationale de Handball (France) and Liqui Moly HBL (Germany). Using a sample of Instagram posts made over a three-month period, the study identifies trends in digital communication strategies, as well as peculiarities. The results indicate that all four leagues had a daily presence on Instagram, although ASOBAL and ANDEBOL showed significant difference in their use, participation and success on Instagram compared with HBL and NHL. The study concludes that the opportunities for interaction offered by social platforms and other means of two-way communication are not being fully exploited.
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