Abstract
This study sought to understand the reason why the Club Atlético Talleres de Córdoba was more popular on the TikTok social network in the month of July 2022 than clubs with a greater number of members such as Club Atlético Independiente, Club Atlético Newell's Old Boys, Racing Club and Club Atlético San Lorenzo. The study was exploratory, qualitative and with a non-experimental design of a transectional nature. 10 publications of the Club Atlético Talleres and 8 of the other clubs, 2 of each one, were taken as samples to make a contrast or comparison. An ad hoc configured grid was used as an analysis instrument. The results showed that Talleres has a higher engagement than the other clubs. Conversation themes were very similar across all clubs, with the conversation being mostly one-way. And as objectives of "content marketing" most had the loyalty of current customers. As a main conclusion, we found that Club Atlético Talleres generated more valuable content for the fans than the rest of the clubs.
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