La segmentación geográfica y la efectividad de las campañas en redes sociales de clubes de fútbol europeos en China: el caso de la U.D. Las Palmas

Resumen

El presente artículo tiene como objetivo analizar la relevancia de la segmentación geográfica en China y el papel creciente que desempeñan las ciudades Tier inferior, en el caso concreto de las campañas de marketing digital de clubes de fútbol.

Para ello hemos medido la respuesta generada por la promoción realizada por la U. D. Las Palmas, club de La Liga de fútbol, en ciudades Tier inferior respecto las ciudades Tier 1, en términos de interacciones en Sina Weibo, la segunda red social más influyente en China, aplicando un modelo de regresión Tobit para determinar las relaciones lineales entre el nivel Tier de la ciudad y el número de usuarios que interaccionaron en la campaña.

El modelo Tobit, nos indica que las ciudades Tier 2, 3 y 4 están asociadas con una mayor interacción en comparación con las ubicaciones Tier 1, y, en consecuencia, la localización Tier inferior indica mayores oportunidades para interactuar con potenciales aficionados y consumidores localizados en estas ciudades chinas.

Palabras clave:

ciudades chinas Tier inferior, fútbol europeo, marketing digital, redes sociales chinas

Citas

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