Social networks in fitness centres: the impact of fan engagement on annual turnover

Abstract

Few studies to date discuss the use of social networks or examine whether they have a positive impact on user engagement and the turnover of sports entities. This study aims to analyse the use of social networks (that is, the number of fans/followers) by the 194 companies belonging to code 9313 of the National Classification of Economic Activities in Spain; to analyse the corresponding of engagement on Facebook and Twitter; and, to examine the relationship between this engagement and the annual turnover of each company. The results indicate that these companies use ten social networks (Facebook and Twitter being the most common) and that a positive relationship exists between the number of fans/followers and their engagement and the revenue of the fitness centres. This study shows that social networks should form part of the marketing strategies of sports entities, as they generate good content and value via their posts, so that users who are fans/followers have a greater sense of belonging to these centres.