Analysis of the effectiveness of digital marketing campaigns in enhancing public participation in sports events

The research aims to analyze the effectiveness of digital marketing campaigns in promoting public participation in sporting events, focusing on the links between marketing strategies and fan behavior. The research adopts a quantitative approach based on the analysis of digital data and statistics related to marketing campaigns, using questionnaires and social media platforms to collect data, allowing accurate and generalizable results. The target population includes individuals who have participated or have been interested in sporting events promoted through digital campaigns, such as athletes, fans, families, and the general public. A random sample of 216 individuals was selected to ensure good representation of the various categories, including sports fans and physical attendance at events, as well as people who interacted with marketing campaigns. The research found that respondents had positive feelings towards marketing campaigns, with averages ranging from 2.0 to 4.3 with high ratings in most questions, reflecting good awareness and effective interaction with marketing activities, despite divergent opinions. The results also showed statistically significant differences at 0.05 between social media users (average 4.57) and non-users (average of 3.74), demonstrating a clear impact of the use of these media. The data also revealed significant differences in the average scores of sports participants (average 3.69) compared to non-participants (average 3.02), suggesting that actual participation enhances experiences and provides health and social benefits. Moreover, statistical differences emerged according to the type of sports events preferred, with football fans scoring an average of 4.01, a lot of volleyball 3.83, and basketball 3.99, reflecting the impact of the type of activity preferred on individuals' impressions and experiences.