English - Español
Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 32, January-June 2021

Authors

Óscar Gutiérrez Aragón Escuela Universitaria Mediterrani
(Universidad de Girona), España
oscar.gutierrez@mediterrani.com
Ariadna Gassiot Melian Escola Universitària Mediterrani
(Universidad de Girona), España
ariadna.gassiot@mediterrani.com
Júlia Alabart Algueró Escola Universitària Mediterrani
(Universidad de Girona), España
ariadna.gassiot@mediterrani.com
Title Use, acceptance, and the impact of social networks and influencers on the equestrian sector Summary Influencers have gained an important place in many companies’ business strategies since they convey trust and confidence to those who follow them. Their use as promotion tools is widespread in the sports field. However, they are only beginning to be introduced in the equestrian sector. The main objective of this paper is to analyse the opinion that potential target markets have about social networks and influencers as new communication tools. Quantitative methodologies have been used (sector data analysis, survey descriptive and inferential analyses) and qualitative methodologies (interviews). 80% of the current or potential audience admits that if there were more influencers, they would follow them. 80% of users who follow equestrian content profiles mainly follow informative ones, and 65.1% use them as a training and learning resource. 80.7% of the participants state that they have found new information thanks to an influencer, while 55.4% admit to making a purchase or applying one of the techniques because of them. Despite the sector being in a development phase, the use of influencers as a communication tool is highly recommended in the equestrian sector. Keywords Influencer; social networks; purchase decision; horse riding; communication.

Edita: Universidad CEU San Pablo

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