The power of influencers in the equestrian sector
New academic article on the relevance of influencers in the equestrian sector from the perspective of public relations, carried out from the collaboration of two EUM teachers with a researcher from Blanquerna – Ramon Llull University.
Publication in a scientific journal
The prestigious journal Palabra Clave has published in its issue 28(S1) (February 2025) the article entitled “The influencer from the perspective of public relations and its relevance in the equestrian sector” (https://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/24525), written by Professor Júlia Alabart Algueró, Professor Dr. Óscar Gutiérrez Aragón, both lecturers at EUM, together with researcher Dr. Joan Cuenca-Fontbona from Blanquerna – Universitat Ramon Llull.
Influencers: key to connecting with new audiences
The main objective of the research carried out is to provide a vision from the different stakeholders in the equestrian field on the current and potential situation of influencers. The study highlights the growing importance of public relations in the field of sport, and particularly in equestrian sports, an emerging sector in the use of influencers, as they amplify and strengthen the connection with the target audience, thus improving the public image of the different entities involved in the sector.
A sector in transformation thanks to influencers
The study shows how influencers are becoming key players in digital communication in the equestrian sector. Their ability to generate authentic links through social networks boosts the visibility of equestrian entities and opens up new professional avenues for those trained in marketing, public relations and communication in specialised sports environments.
EUM’s commitment to research
At the Escola Universitària Mediterrani (EUM), we welcome the fact that this work contributes to the advancement of knowledge in emerging areas such as digital communication and specialised sport. It also reinforces the role of our teachers as leaders in applied research, as well as our commitment to university education aligned with real market trends.
This type of publication is also a reflection of the value of studying disciplines such as Marketing, Communication or Public Relations in an increasingly connected context, where the ability to generate impact with strategic messages is a highly demanded professional competence.
Access the full article
We invite you to read the full academic article: THE INFLUENCER FROM THE PERSPECTIVE OF PUBLIC RELATIONS AND ITS RELEVANCE IN THE EQUESTRIAN SECTOR
