Marketing digital en el ecosistema del tenis: una revisión sistemática
DOI:
https://doi.org/10.47197/retos.v68.115844Palabras clave:
deportes de raqueta, negocio, marketing digital, estrategia, internet, redes socialesResumen
Introducción: El uso de planes de marketing digital es una práctica común en organizaciones deportivas e individuos para aumentar la visibilidad y comercializar productos y servicios. En tenis, esta tendencia ha sido constante desde que el deporte se globalizó.
Objetivo: Esta revisión sistemática buscó ofrecer una visión general de la investigación sobre marketing digital en el tenis hasta abril de 2025, enfocándose en las áreas, temas y herramientas de marketing digital más estudiados en los estudios.
Metodología: Se realizaron búsquedas en Web of Science, Scopus y PubMed siguiendo las directrices de PRISMA. Los estudios incluidos debían estar en inglés y centrarse en marketing, digital y tenis. Se encontraron 665 artículos, pero solo 19 cumplieron con los criterios de inclusión.
Resultados: El análisis temático identificó cuatro temas principales: (a) torneos y organizaciones de tenis, (b) poblaciones de tenis, (c) productos o tendencias de tenis y (d) plataformas, herramientas o dispositivos.
Discusión: Los resultados indicaron que los temas más estudiados son los torneos, poblaciones y productos. Sin embargo, el número limitado de estudios muestra una brecha en la investigación sobre estrategias de marketing digital en el tenis.
Conclusiones: Se destacó la necesidad de más investigaciones sobre marketing digital en tenis y se ofrecieron aplicaciones prácticas para investigadores y profesionales, con énfasis en futuras direcciones de investigación para promover el tenis.
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Derechos de autor 2025 Andrés Crespo Dualde, Amparo Baviera-Puig, Tomás Baviera
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