Comunicación digital y redes sociales en las federaciones autonómicas de ajedrez en España

Abstract

The concept of Extended Marketing extends its scope of action to those entities whose ultimate goal is not economic exchange. For this reason, we decided to analyze some non-profit entities, the Spanish autonomous chess federations and their attention to social networks and the development of web pages. After confirming that all the autonomous regions have a website, we sent a questionnaire for the study of social networks that is completed by ten of the seventeen federations analyzed. The results show that the regional average of social networks used is close to two and that there are important differences both between autonomous communities and in the tools used. The analysis of the case allows, through the questions raised, to propose and implement new marketing techniques, reflect on multi-channel, solve problems of missing and / or atypical values in surveys, carry out a descriptive analysis, classify different variables and propose different statistical techniques to apply.