Imagen de marca del atleta durante el ciclo inicial de marca: evidencia de los novatos de Paris 2024
DOI:
https://doi.org/10.47197/retos.v82.118903Palabras clave:
Atletas novatos, Comportamiento de los aficionados, Juegos Olímpicos , Redes sociales, Marketing deportivoResumen
Introducción: Dada la creciente digitalización del deporte global, comprender cómo los atletas emergentes construyen sus marcas e interactúan con los aficionados en línea se ha vuelto esencial.
Objetivo: Examinar la influencia de la imagen de marca percibida de los atletas olímpicos novatos en el comportamiento de interacción de los aficionados en las redes sociales.
Metodología: Se recopilaron datos de 303 aficionados brasileños de participantes olímpicos primerizos después de París 2024. Se aplicó el Análisis Factorial Confirmatorio y el Modelo de Ecuaciones Estructurales para validar los constructos y evaluar el ajuste del modelo.
Resultados: Los resultados respaldan empíricamente la estructura jerárquica del modelo de Imagen de Marca del Atleta y demuestran su valor predictivo (44%) para la interacción en redes sociales.
Discusión: Al centrarse en atletas novatos que inician sus carreras olímpicas, esta investigación amplía el marco de la imagen de marca del atleta y destaca cómo las percepciones sobre el rendimiento, la apariencia y el estilo de vida influyen en la interacción digital.
Conclusiones: Los hallazgos ofrecen perspectivas prácticas para el desarrollo y la gestión de marcas de atletas emergentes en un entorno deportivo cada vez más digital.
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