Social Media En El Balonmano: Una Revisión Sistemática

Sport seems to be the main cultural activity when it comes to generating interest in the population, as a business that moves billions of euros, due to the emotions and passions generated in the fans. According to different authors, the emergence of digital marketing techniques, social networks, and online communication, positions them as the main tools to reach fans (customers), who are now digital natives. The aims of this work were: (a) to explore and better understand the scientific studies on the application of these techniques in handball; and (b) to compare the positive effects of digital marketing and online communication in handball. This systematic review conforms to the guidelines of the Preferred Reporting Items for Systematic Reviews and Meta-Analyses. The databases consulted were the Web of Science and Scopus. The results provided 40 articles, although only six met all the inclusion criteria. These records show the link between online communication and handball. The study shows that when digital marketing and online communication techniques are applied, the results are more beneficial both in economic and sporting terms, despite the notable limitation of publications in this regard.