Resumo

GAMONALES, José M.; LEON, Kiko  e  MUNOZ-JIMENEZ, Jesús. Influence of COVID-19 on Social Networks of Non-competitive Events in School and Adult Ages? A Case Study. MHSalud [online]. 2022, vol.19, n.2, pp.114-126. ISSN 1659-097X.  http://dx.doi.org/10.15359/mhs.19-2.9.

Social networks are useful and effective as a tool for improving sporting events. Therefore, this study aimed to analyze the statistical data of participation and the impact of social media (Facebook, Twitter, and Instagram) of ''Gimnastrada de Extremadura'' (Gymnastics of Extremadura). It also sought to know the influence of the Covid-19 pandemic on this sporting event. The study analyzed the participation and interaction data on social networks in the periods 2016-2017, 2017-2018, 2018-2019, and 2019-2020. The same marketing strategy was always used in all online media. Therefore, a descriptive and exploratory analysis of the data was performed. The results showed that the number of participants in the event had increased significantly since the use of social networks, with women being the main followers. Facebook was the social medium mainly used by users to know the Gymnastics of Extremadura in school and adult ages. The results also demonstrated the importance of understanding the followers’ interactions on social media to plan new online marketing strategies. Besides, even though the event was suspended due to the Covid-19 pandemic, the statistical data of the event's social networks increased every year, and the publication of the poster of the event or its suspension were the moments that received the greatest number of actions on social networks such as Like or Share / Retweet the news.

Palavras-chave : COVID-19; gymnastics; social networks; sport.

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