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Communication 2.0 in professional soccer in ecuador

Abstract:

This research analyzes the management of communication 2.0 that takes place in professional soccer in Ecuador by Serie A clubs. This sport turns out to be the one with the greatest impact and monitoring at the national level; However, there is no recorded information on how communication on the teams’ digital platforms strengthens the relationship with their fans. To identify communication processes 2.0, a mixed, quantitative and qualitative methodology was implemented, which made it possible to demonstrate that Ecuadorian teams use social platforms only to disseminate information and not to interact with their followers.