Formula One on social networks: a successful strategy

Abstract

This research, aims to analyze the dynamics of engagement rate of F1 through the social networks of the car teams participating in the FIA championship. Classical media are now incorporated and integrated with the production of new media: publications that invite supporters interacting, thus recreating a virtual agora, a community federated by online exchange, around real-time multimedia productions. A communication mix that allows an international championship to be within the reach of each supporter. The research conducted aims to analyze, with a quantitative methodology, the Engagement rate, of the 10 teams participating in the 2021 championship on Facebook and Instagram.