Sponsorship activation on social media during the Paris 2024 Olympic Games: Analysis of Facebook and Instagram posts
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The study analyzes the sponsorship activation of the Paris 2024 Olympic Games by 14 global sponsors on Facebook and Instagram. Using a mixed methodology, 226 posts about the event were examined from a quantitative and qualitative perspective. The results show a predominance of content focused on the Olympic experience, congratulations to athletes, and institutional promotion. It concludes that brands prioritized emotional narratives and collaborations with athletes as a strategy to strengthen audience engagement during the sporting event.
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(c) Obra digital: revista de comunicación, 2026
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