Análisis de estrategias de contenido y niveles de interacción en Facebook: caso Liga Deportiva Universitaria de Portoviejo J. Adv. Educ. Sci. Humanit. (July - December 2026) 4(2): 1-9 https://doi.org/10.5281/zenodo.21854510 ISSN 3091-1583 ORIGINAL ARTICLE Analysis of content strategies and levels of interaction on Facebook: the case of the Liga Deportiva Universitaria de Portoviejo  Cesar E. Andraus ceandraus@sangregorio.edu.ec Received: 21 March 2026 / Accepted: 09 June 2026 / Published online: 31 July 2026 © The Author(s) 2026 José E. Mendoza · Cesar E. Andraus Abstract The eﬀectiveness of the communication strategy implemented on the oﬃcial Facebook page of Liga Deport- iva Universitaria de Portoviejo was analyzed by measuring its direct impact on audience visibility and loyalty, based on follower interaction and engagement levels. The study em- ployed a quantitative approach and a non-experimental de- sign, analyzing the content of 60 posts published between June 1 and 30, 2024. These posts were categorized by theme and format, and metrics such as reactions, comments, shares, and interaction types were recorded. The results showed that post-match galleries and announcement/promotional posts achieved the highest average reactions and shares, while in- stitutional and advertising content generated lower engage- ment levels. Furthermore, the study identiﬁed that video content performed better than images in terms of interaction, consistent with previous research on digital sports market- ing. These results suggest that the eﬀectiveness of commu- nication on sports social media depends on a combination of factors such as thematic relevance, visual appeal, and post- ing timing. Strategic content planning that prioritizes audio- visual formats and messages focused on the fan experience can strengthen a club’s digital presence and eﬀectively con- tribute to audience loyalty. Keywords digital communication, sports marketing, social media, engagement, Facebook. Resumen Se analizó la efectividad de la estrategia comu- nicativa implementada en la página oﬁcial de Facebook de la Liga Deportiva Universitaria de Portoviejo, mediante la medición de su repercusión directa en la visibilidad y ﬁde- lización de la audiencia según los niveles de interacción y compromiso de los seguidores. El trabajo se desarrolló bajo un enfoque cuantitativo y diseño no experimental, mediante un análisis de contenido de 60 publicaciones emitidas entre el 1 y 30 de junio de 2024. Dichas publicaciones fueron cla- siﬁcadas en categorías temáticas y formatos, registrándose métricas de reacciones, comentarios, compartidos y tipos de interacción. Se demostró que las galerías postpartido y las publicaciones de anuncios/promociones alcanzaron los pro- medios más altos de reacciones y compartidos, mientras que los contenidos institucionales y publicitarios obtuvieron un menor nivel de engagement. Asimismo, se identiﬁcó que el formato de video presenta un rendimiento superior en inte- racción respecto a las imágenes, en concordancia con estu- dios previos sobre marketing deportivo digital. Estos resulta- dos sugieren que la efectividad de la comunicación en redes sociales deportivas depende de la combinación de factores como relevancia temática, atractivo visual y oportunidad de publicación. Una planiﬁcación estratégica de contenidos que priorice formatos audiovisuales y mensajes orientados a la experiencia del aﬁcionado puede fortalecer la presencia digi- tal del club y contribuir de manera efectiva a la ﬁdelización de su audiencia. Palabras clave comunicación digital, marketing deportivo, redes sociales, engagement, Facebook. How to cite Mendoza, J. E., & Andraus, C. E. (2026). Analysis of content strategies and levels of interaction on Facebook: the case of the Liga Deportiva Universitaria de Portoviejo. Journal of Advances in Education, Sciences and Humanities, 4(2), 1-9. https://doi.org/10.5281/zenodo.21854510 Universidad San Gregorio de Portoviejo, Ecuador.

J. Adv. Educ. Sci. Humanit. (July - December 2026) 4(2): 1-9 2 Introduction Over the past two decades, digital marketing and the strate- gic use of social media have become essential tools for com- munication and image management in sports organizations, enabling them to expand their fan base, strengthen brand identity, and generate new sources of revenue (Holland, 2015; Ilieva, 2024; Šidlauskė & Ūsas, 2023). In the sports sector, these platforms have transformed the interaction be- tween clubs and fans by fostering two-way communication channels that promote engagement and loyalty (Crisoles & Gómez, 2021). The implementation of digital marketing strategies in foot- ball clubs not only responds to the need for positioning within competitive environments but also plays a signiﬁcant role in community building, strengthening the sense of belonging, and promoting institutional values (Kowalski, 2022; Rosero, 2020). In this regard, several studies have shown that we- ll-planned social media campaigns—particularly on platfor- ms such as Facebook, Instagram, and X, formerly known as Twitter—can signiﬁcantly increase visibility, event atten- dance, and fan participation (Cordero & Binimelis-Adell, 2023; Laurell & Söderman, 2018). In Ecuador, particularly in the province of Manabí, Liga Deportiva Universitaria de Portoviejo (LDUP) represents a relevant case for the analysis of digital sports marketing, both because of its historical signiﬁcance and the challenge of maintaining its competitiveness and connection with its fan base in a media environment dominated by clubs with larger budgets and nationwide reach (Suárez et al., 2023). Analyzing its social media content strategies provides an opportunity to identify eﬀective practices and areas for im- provement that could strengthen its institutional visibility and relationship with the local community (Cano, 2018; In- triago, 2018). This study aimed to analyze the content strategies emplo- yed by LDUP on its oﬃcial Facebook page and their rela- tionship with the levels of interaction achieved. It examines the type and format of posts, posting frequency, and average interactions—including reactions, comments, and shares— as well as the relationship among these variables. The relevance of this study lies in the fact that, although the international literature provides extensive evidence on digital strategies in sports organizations (Argan et al., 2013; Ehnold et al., 2020; Ghalenoei et al., 2023), few studies have documented and analyzed local experiences involving foot- ball clubs from provincial areas. This gap makes it diﬃcult to systematize good practices adapted to their speciﬁc circum- stances. Therefore, the ﬁndings may serve as a reference for similar institutions seeking to enhance their digital presence and build stronger relationships with their communities. Methodology The research was conducted using a mixed-methods approach, with a predominantly quantitative orientation su- pported by qualitative analysis. It was descriptive in nature and followed a non-experimental, cross-sectional design. The objective was to analyze the content strategies used on the oﬃcial Facebook page of Liga Deportiva Universitaria de Portoviejo (LDUP) and their relationship with the levels of interaction generated among the audience. The unit of analysis consisted of all posts published on LDUP’s oﬃcial Facebook page between June 1 and June 15, 2025. A total of 48 posts were recorded during this period. These were considered a census sample because they inclu- ded all the content published within the selected dates. Data were collected directly from LDUP’s oﬃcial Face- book page using the metrics provided by the platform itself. To classify and systematize the information, the content analysis form proposed by Einsle and Escalera (2022) was adapted. This made it possible to standardize the categoriza- tion criteria and ensure comparability across posts. The data were processed using Microsoft Excel. Des- criptive analyses were applied to determine the frequency and proportion of each content type and format, as well as to calculate the average number of interactions within each category. Pearson’s correlation coeﬃcient was subsequently applied. This statistical measure quantiﬁes the strength and direction of the linear relationship between two variables, with values ranging from −1 to +1. In this study, it was used to explore whether the type or format of the posts was as- sociated with interaction metrics, including reactions, com- ments, and shares. A positive value close to +1 indicates a strong direct re- lationship—that is, as one variable increases, the other also increases—whereas a value close to 0 indicates the absence of a linear relationship. Since some categories, such as the video format, included a limited number of cases, the corre- lation results were interpreted as exploratory approximations rather than as conclusive statistical evidence. Results and discussion During the analysis period, from June 1 to June 15, 2025, the oﬃcial Facebook page of Liga Deportiva Universitaria de Portoviejo (LDUP) published a total of 48 posts, with an average frequency of 3.2 posts per day. This reﬂects a stra- tegy characterized by high activity and continuous exposure on the platform (Table 1).

J. Adv. Educ. Sci. Humanit. (July - December 2026) 4(2): 1-9 3 Table 1. Content Analysis Form No. Date Content Type Format Main Text or Copy Hashtags Reactions Comments Shares 1 1 Jun 2025 Match announcement Image Today, we play with the same passion as always… and with the excitement of those who are just beginning. Reales Tamarindos awaits us with the energy of a child and everyone’s support. #HoyJuegaLiga #VamosLiga #JuntosPorUnSueño 203 7 27 2 Starting lineup Image This is our starting XI! #VamosLiga 143 7 3 3 Sponsors Image Let’s go, Liga! 33 0 0 4 Referee appointment Image Referee appointment 24 0 0 5 Children’s Day greeting Image Today, we celebrate those who dream, run with all their heart, and cheer with passion. Happy Children’s Day to those who already feel that these colors are part of their story. 89 0 4 6 Start of the match Image The ball is rolling! #VamosLiga #JuntosPorUnSueño #ldup2025 61 1 0 7 Goal Image Goooooooal for La U! #vamosliga 163 3 9 8 End of the ﬁrst half Image End of the ﬁrst half #VamosLiga #JuntosPorUnSueño #ldup2025 153 1 1 9 Second half Image The second half is underway! #VamosLiga #JuntosPorUnSueño #ldup2025 185 3 1 10 Goal Image Goooooooal for La U! #vamosliga 167 7 5 11 End of the match Image Final whistle! #VamosLiga #JuntosPorUnSueño 291 10 23 12 Post-match gallery Image The emotions of the match, captured in every image. #VamosLiga #JuntosPorUnSueño #ldup2025 225 4 1 13 Next match announcement Image Next match, next challenge. Now in the DIRECTV Ecuador Cup and at our home stadium. #VamosLiga #JuntosPorUnSueño #CopaEcuadorDIRECTV 308 7 30 14 2 Jun 2025 Ticket sales Image Purchase your ticket here. #VamosLiga #LDUPIndependienteJrs #CopaEcuadorDIRECTV 265 1 25

J. Adv. Educ. Sci. Humanit. (July - December 2026) 4(2): 1-9 4 No. Date Content Type Format Main Text or Copy Hashtags Reactions Comments Shares 15 Upcoming match promotion Video We have an appointment on 9 June 2025. The Ecuador Cup, with our supporters and at our home stadium! At the Colossus of Avenida Universitaria: LDU Portoviejo vs. Independiente Jrs. With determination, passion, and the support of all our fans! #ldup2025 #JuntosPorUnSueño #CopaEcuadorDIRECTV 723 22 148 16 3 Jun 2025 Ticket sales Image Tickets for the Ecuador Cup match are now available. #VamosLiga #CopaEcuadorDIRECTV 322 19 27 17 4 Jun 2025 Oﬃcial statement Image Oﬃcial statement #JulioMagallanes #LDUP2025 119 4 2 18 6 Jun 2025 Starting lineup Image The green-and-white starting XI. #vamosLiga 212 1 7 19 Referee appointment Image Refereeing team 45 0 0 20 End of the ﬁrst half Image Half-time #Germud #VamosLiga 137 0 6 21 End of the match Image End of the match #VamosLiga 511 9 37 22 7 Jun 2025 Post-match gallery Image The best snapshots. On Monday, your support will be essential. #JuntosPorUnSueño #vamosliga 269 0 8 23 Kit promotion Image This is the jersey that unites us. Wearing it, we will give everything in the Cup. #LaPielDeTodos #VamosLiga #VermenSport 315 9 15 24 8 Jun 2025 Ticket sales Image Tickets for all sections are available online for the Ecuador Cup match. #VamosLiga #JuntosPorUnSueño #CopaEcuadorDIRECTV 376 18 53 25 9 Jun 2025 Match announcement Image Portoviejo is dressed in green and white. The strength, determination, and spirit of our city are alive today at Reales Tamarindos. #VamosLiga #LDUP2025 #CopaEcuadorDIRECTV 436 19 94 26 Ticket sales Image The ticket booths at Reales Tamarindos are now open. #VamosLiga #PortoviejoEsVerdeyBlanco #CopaEcuadorDIRECTV 294 6 16 27 Sponsors Image Always supporting us, always together. Let’s go, Liga! #VamosLiga #CopaEcuadorDIRECTV 151 1 3 28 Starting lineup Image Our warriors. #VamosLiga #CopaEcuadorDIRECTV 235 3 9 29 Pre-match warm-up Video Pre-match warm-up #VamosLiga #CopaEcuadorDIRECTV 215 2 7

J. Adv. Educ. Sci. Humanit. (July - December 2026) 4(2): 1-9 5 No. Date Content Type Format Main Text or Copy Hashtags Reactions Comments Shares 30 Start of the match Image The ball is rolling. #VamosLiga #LDUP2025 #JuntosPorUnSueño 99 0 1 31 Oﬃcial starting XI photo Image Eleven hearts, one dream. #VamosLiga #LDUP2025 #CopaEcuadorDIRECTV 503 2 19 32 End of the ﬁrst half Image End of the ﬁrst half 162 0 2 33 Goal Image Goooooooal for La U! #VamosLiga #CopaEcuadorDIRECTV 452 3 15 34 End of the match Image Family is family. #VamosLiga #JuntosPorUnSueño 942 33 87 35 10 Jun 2025 Post-match gallery Image Snapshots of a qualiﬁcation achieved as a family. #VamosLiga #JuntosPorUnSueño 512 9 16 36 Upcoming match promotion Image Next match #VamosLiga #JuntosPorUnSueño 402 11 25 37 Liga qualiﬁcation Video An exciting qualiﬁcation for Liga de Portoviejo… This was the penalty shootout that sent La Capira through to the round of 32 of the #CopaEcuador. 1,100 20 201 38 Post-match gallery Image The perfect formula: you cheering and the team giving everything on the ﬁeld. #VamosLiga #JuntosPorUnSueño 443 8 15 39 13 Jun 2025 Upcoming match promotion Image A night to give everything on the ﬁeld and in the stands. #VamosLiga #JuntosPorUnSueño 441 26 51 40 14 Jun 2025 Match announcement Image Liga plays at home today, with everyone’s support. #VamosLiga #LDUP2025 #JuntosPorUnSueño 332 5 37 41 Ticket sales Image The ticket booths are now open. #VamosLiga #LDUP2025 #JuntosPorUnSueño 176 0 6 42 Sponsors Image Reales Tamarindos awaits you. Together forever. #VamosLiga #LDUP2025 #JuntosPorUnSueño 72 0 5 43 Referee appointment Image Referees for today’s match. #VamosLiga 24 0 0 44 Starting lineup Image Our team, our family. #VamosLiga 153 2 1 45 Start of the match Image The ball is rolling. #VamosLiga 120 3 1 46 Goal Image Goooooooal for La U! #VamosLiga 330 9 6 47 End of the ﬁrst half Image The teams head into the break. #VamosLiga 289 3 10 48 End of the match Image End of the match #VamosLiga 273 25 6

J. Adv. Educ. Sci. Humanit. (July - December 2026) 4(2): 1-9 6 In terms of content type, match announcements and pro- motions were the most frequent category, accounting for 29.1% of the posts, followed by sports results and match-re- lated moments (27.0%) and ticket sales (14.5%). Post-match galleries, advertising/sponsorship content, and oﬃcial state- ments/referee appointments had a lower presence, with each category representing less than 11% of the total posts (Table 2). Table 2. Distribution of posts by category Category Number of posts Percentage Match announcements and promotions 14 29.1 Match results and match-related moments 13 27.0 Ticket sales 7 14.5 Post-match galleries 5 10.4 Advertising and sponsors 4 8.3 Oﬃcial statements and referee appointments 5 10.4 Total 48 100 Regarding format, static images were by far the most com- monly used, accounting for 93.8% of the posts (n = 45), whe- reas videos represented only 6.2% (n = 3). Nevertheless, vi- deos performed considerably better on average than images, generating 679 reactions, 14.7 comments, and 118.7 shares per post, compared with 254.6 reactions, 6.2 comments, and 15.8 shares for image-based posts (Table 3). This suggests that, although less frequently used, audiovisual content has considerable potential to increase audience interaction. Table 3. Distribution by format and average interactions Indicator Image Video Number of posts 45 3 Average reactions 254.6 679.3 Average comments 6.2 14.6 Average shares 15.75 118.6 The performance analysis identiﬁed the posts with the greatest impact in terms of total interactions. The video fea- turing Liga’s qualiﬁcation, published on June 10, ranked ﬁrst with 1,321 interactions, followed by the image announcing the end of the match on June 9, with 1,062 interactions. The upcoming match promotion published on June 9, the match announcement posted on June 8, and the upcoming match promotion published on June 13 also stood out, each excee- ding 500 interactions (Table 4). Table 4. Distribution by format and average interactions Post Date Format Content type Reactions Comments Shares Liga qualiﬁcation 10/06 Video Sports results 1,100 20 201 End of the match 09/06 Image Sports results 942 33 87 Upcoming match promotion 09/06 Video Announcement/Promotion 723 22 148 Match announcement 08/06 Image Sports results 511 9 37 Upcoming match promotion 13/06 Image Announcement/Promotion 436 19 94 Regarding the average number of interactions by content type (Table 5), announcement and promotional posts re- corded the highest values, averaging 406.4 reactions, 13.9 comments, and 58.9 shares. These ﬁgures demonstrate their strong capacity to generate interest before matches. Post- match galleries ranked second, averaging 362.3 reactions, 5.3 comments, and 10 shares, conﬁrming their potential to strengthen the emotional connection with fans after sporting events. Posts related to match results averaged 332.1 reactions, 6.2 comments, and 21.5 shares, placing them at an intermediate level of engagement. This indicates that, although they were well received, their potential for virality was lower than that of pre-match promotional content. Advertising and sponsorship posts averaged 142.8 reac- tions, 2.5 comments, and 5.8 shares, whereas institutional posts, such as commemorative messages, obtained an avera- ge of 89 reactions, no comments, and 4 shares. Finally, oﬃ- cial statements and referee appointment posts generated the lowest levels of interaction, averaging 53 reactions, 1 com- ment, and 0.5 shares. This conﬁrms that their function was primarily informative rather than persuasive. Pearson’s correlation analysis showed that the video for- mat had a moderate-to-strong correlation with the number of shares (r = 0.65), suggesting that this format is particularly eﬀective for the organic dissemination of content. Its asso-

J. Adv. Educ. Sci. Humanit. (July - December 2026) 4(2): 1-9 7 copy with speciﬁc hashtags and calls to action—such as tic- ket sales and match promotions—generated notable peaks in interaction, particularly in video formats and posts related to sporting achievements. The results of this study show that post-match gallery posts and match announcements/promotions generated the highest levels of interaction on the oﬃcial Facebook page of Liga Deportiva Universitaria de Portoviejo (LDUP), both in terms of reactions and shares. This ﬁnding is consistent with the results reported by Povilaitienė and Černevičiūtė (2015), who emphasize that visual content incorporating narrative elements from sporting events strengthens the audience’s emotional connection. In the speciﬁc case of post-match ga- lleries, the combination of images and sporting context faci- litates the recollection of the experience, generating a high level of identiﬁcation and participation among followers (Coche & Tuggle, 2016). Similarly, the eﬀectiveness of announcements and promo- tional posts in generating interaction is consistent with Ilie- va’s (2018) argument that the anticipation and perceived ex- clusivity associated with this type of content increase users’ willingness to engage. However, in contrast to studies such as that of Filo, Lock, and Karg (2015), in which promotional content tends to be less appealing than sports-related con- tent, LDUP’s announcements achieved comparable or even higher levels of interaction. This may be explained by the club’s local relevance and its direct connection with the com- munity. Regarding posts related to match results, their intermedia- te level of interaction supports the ﬁndings of Stavros et al. (2014), who indicate that purely informative content, althou- gh necessary, does not generate the same level of engage- ment as content with more prominent visual or emotional elements. The lower interaction observed in oﬃcial state- ments, referee appointments, and advertising/sponsorship posts is consistent with Pegoraro’s (2010) argument that this type of content is less likely to go viral because of its institu- tional nature and limited emotional appeal. From the perspective of posting frequency, LDUP main- tained a high volume of content during the period analyzed. This is consistent with the model proposed by Abeza, O’Rei- lly, and Reid (2013), in which consistency is identiﬁed as a key factor for maintaining digital visibility. Nevertheless, the literature warns that excessive posting without appro- priate audience segmentation may dilute followers’ attention (Thompson et al., 2014). Therefore, the implementation of content scheduling and thematic diversiﬁcation strategies is recommended to optimize exposure. This study also conﬁrms the central role of video as the format that generates the highest levels of interaction, in line with the ﬁndings of Billings et al. (2017) and Kowalski et al. ciation with reactions (r = 0.48) and comments (r = 0.25) was weaker, indicating that videos do not always generate conversation but can achieve broader distribution. Table 5. Average interactions by content type relationship between variables and interaction metrics Content Type Average reactions Average comments Average shares Announcement/ Promotion 406.4 13.9 58.9 Post-match gallery 362.3 5.3 10 Oﬃcial Statement/ Referee appointment 53 1 0.5 Institutional/ Other 89 0 4 Advertising/ Sponsors 142.8 2.5 5.8 Sports results 332.1 6.2 21.5 Ticket sales 286.6 8.8 25.4 In contrast, posts related to match results and post-match galleries showed very weak correlations with the interaction metrics, with values below 0.12. This suggests that their im- pact depends more on contextual factors—such as the impor- tance of the match or the ﬁnal score—than on the format or content type alone (Table 6). Table 6. Correlations between variables and interaction metrics Variable Reactions (r) Comments (r) Shares (r) Format (video) 0.47 0.25 0.65 Sports results 0.08 −0.04 −0.05 Post-match galleries 0.11 −0.05 −0.09 The analysis of the posts showed that hashtags were used consistently, with tags such as #VamosLiga and #Juntos- PorUnSueño appearing in most of the content. This suggests a strategy aimed at reinforcing the team’s identity and fos- tering a sense of community among followers. In addition, event- and tournament-speciﬁc hashtags, such as #CopaE- cuadorDIRECTV and #LDUP2025, were used to segment and position the conversation around particular matches. Regarding the copy, there was a clear preference for brief and emotional messages that appealed to pride, belonging, and passion for football, such as “Today, we play with the same passion as always…,” “Family is family,” and “The jersey that unites us.” This created a familiar and inclusive style of communication. Content that combined emotional

J. Adv. Educ. Sci. Humanit. (July - December 2026) 4(2): 1-9 8 (2022), who argue that the combination of visual and audi- tory elements enhances both audience retention and emotio- nal response. However, in the case of LDUP, although video content performed particularly well, photographic galleries also maintained high levels of engagement. This suggests that the type of content and the timing of publication may be as inﬂuential as the format itself. In terms of practical implications, the ﬁndings support the need for local sports clubs to strengthen their visual and emotionally appealing content strategies, prioritizing for- mats that incorporate the fan experience. In addition, clubs should balance the proportion of informative and interactive posts and promote the co-creation of content with their fo- llowers, in accordance with the recommendations of Sander- son and Kassing (2011). Finally, several limitations of the study should be ack- nowledged, including the fact that the analysis was restric- ted to a speciﬁc period and a single social media platform. Consequently, the ﬁndings may not fully reﬂect audience behavior in other contexts or across other platforms. Future research could extend the analysis period, include additional social media platforms, and compare clubs from diﬀerent competitive divisions or geographical regions. Such approa- ches would contribute to a more comprehensive understan- ding of the impact of digital communication on the visibility of sports organizations and the development of audience lo- yalty. Conclusions The analysis of LDUP’s oﬃcial Facebook page showed th- The analysis of LDUP’s oﬃcial Facebook page showed that post-match galleries, match announcements, and promotions generated the highest engagement, conﬁrming the eﬀecti- veness of visual and emotional content in connecting with fans. Audiovisual and photographic formats, combined with consistent and strategically planned posting, helped maintain visibility and interaction. However, the moderate performan- ce of match results and the low engagement of institutional and sponsorship posts indicate the need to balance oﬃcial information with more interactive content. Overall, eﬀective digital communication requires consistency, audience seg- mentation, visual creativity, emotional appeal, and active fan participation to strengthen club identity, supporter loyalty, and digital positioning. References Argan, M., Argan, M. T., Köse, H., & Gökalp, B. (2013). Using Facebook As a Sport Marketing Tool: A Content Analysis on Turkish Soccer Clubs. Journal of Internet Applications and Management, 4(1), 25–35. https://doi. org/10.5505/iuyd.2013.74046 Cano, R. (2018). Comunicación digital en el mundo del fútbol [Doctoral thesis]. https://rodin.uca.es/han- dle/10498/21636 Cordero, J. C. S., & Binimelis-Adell, M. (2023). ¿Por qué investigar sobre comunicación deportiva? Obra digital, 24, 6–7. https://doi.org/10.25029/od.2023.413.24 Crisoles, J. M., & Gómez, P. A. (2021). Gestión de la comu- nicación digital de la Federación Deportiva Universitar- ia del Perú en Facebook para difundir sus actividades a la comunidad universitaria durante la pandemia por el COVID-19. https://repositorio.usil.edu.pe/entities/pub- lication/71b71cea-ad29-4c2c-9f93-f97252e2d4e1 Ehnold, P., Faß, E., Steinbach, D., & Schlesinger, T. (2020). Digitalization in organized sport – usage of digital in- struments in voluntary sports clubs depending on club’s goals and organizational capacity. Sport, Business and Management: An International Journal, 11(1), 28–53. https://doi.org/10.1108/SBM-10-2019-0081 Einsle, C. S., & Escalera, G. (2022). Modelo de impacto de redes sociales en atletas de un evento deportivo me- diano. Revista Iberoamericana de Ciencias de la Ac- tividad Física y el Deporte, 11(2), 58–76. https://doi. org/10.24310/riccafd.2022.v11i2.14150 Ghalenoei, M., Safanya, A. M., Nikbakhsh, R., & Talaei, H. (2023). Analysis of Factors Aﬀecting The Perfor- mance of Digital Marketing in Sports Clubs. Applied Research of Sport Management, 11(4), 49–63. https:// doi.org/10.30473/arsm.2023.9935 Holland, C. (2015). Internet and Social Media Strategy in Sports Marketing. ECIS 2015 Completed Research Pa- pers. https://doi.org/10.18151/7217357 Ilieva, D. (2024). Impact of social media on sports clubs de- velopment. Trakia Journal of Sciences, 22(Supplement 1), 7–7. https://doi.org/10.15547/tjs.2024.s.01.026 Intriago, J. E. (2018). Medio de comunicación digital la úl- tima y su inﬂuencia en la práctica de actividad física deportiva en los jóvenes del pital 1 en el cantón Queve- do [undergraduate thesis, Babahoyo]. http://dspace.utb. edu.ec/handle/49000/5466 Kowalski, S. (2022). Measuring social media engagement on sports club websites. Organizacja i Zarządzanie : Kwar- talnik Naukowy, nr 2. https://doi.org/10.29119/1899- 6116.2022.58.3 Laurell, C., & Söderman, S. (2018). Sports, storytelling and social media: A review and conceptualization. International Journal of Sports Marketing and Spon- sorship, 19(3), 338–349. https://doi.org/10.1108/ IJSMS-11-2016-0084 Rosero, O. G. (2020). Comunicación digital y cobertura peri- odística en redes sociales del Club Deportivo Macará. https://repositorio.uta.edu.ec/handle/123456789/31284 Šidlauskė, A., & Ūsas, A. (2023). The Inﬂuence of Dig- ital Marketing On the Communication of Football Clubs. Laisvalaikio Tyrimai, 1(21), 16–24. https://doi. org/10.33607/elt.v1i21.1314

J. Adv. Educ. Sci. Humanit. (July - December 2026) 4(2): 1-9 9 Suárez, M. A. V., López, L. W. L., López, O. D. L., & Vélez, R. M. L. (2023). Impacto de las estrategias de comu- nicación digital para la promoción de actividades de- portivas saludables e integración. RECIMUNDO, 7(2), 171–183. https://doi.org/10.26820/recimundo/7.(2). jun.2023.171-183 Conﬂicts of interest The authors declares that she has no conﬂict of interest. Author contributions Conceptualization: José E. Mendoza. Data curation: José E. Mendoza. Formal analysis: José E. Mendoza, Ce- sar E. Andraus. Research: José E. Mendoza. Methodology: José E. Mendoza. Supervision: Cesar E. Andraus. Valida- tion: Cesar E. Andraus. Visualization: José E. Mendoza, Cesar E. Andraus. Writing the original draft: José E. Men- doza. Writing, review and editing: José E. Mendoza, Cesar E. Andraus. Data availability statement The datasets used and/or analyzed during the current study are available from the corresponding author on reasonable request. Statement on the use of AI The author acknowledges the use of generative AI and AI-assisted technologies to improve the readability and cla- rity of the article. Disclaimer/Editor’s note The statements, opinions, and data contained in all publi- cations are solely those of the individual authors and contri- butors and not of Journal of Advances Education, Sciences and Humanities. Journal of Advances Education, Sciences and Humanities and/or the editors disclaim any responsibility for any injury to people or property resulting from any ideas, methods, ins- tructions, or products mentioned in the content.