Abed Mahmoudian; Saeed Sadeghi Boruojerdi; Mohsen Heidari Toupkanlou
Abstract
In today's sport industry, the proper use of social media can be used as a strategy to create a distinction for a sports team brand in a highly competitive market. In this regard, the purpose of this study is to analyze the response of fans to the brand attributes of sports teams in the social network ...
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In today's sport industry, the proper use of social media can be used as a strategy to create a distinction for a sports team brand in a highly competitive market. In this regard, the purpose of this study is to analyze the response of fans to the brand attributes of sports teams in the social network Instagram. The research method was descriptive-analytical. 577 Instagram posts were analyzed from two football sports teams, in which the photos were based on related attributes (team success, star players and head coach) and unrelated (brand, management, club history and tradition, club values and culture, Event image, sponsor, fans and stadium) were categorized by product. Statistical analysis included analyzing the content of Instagram posts related to teams and examining the number of likes and comments related to posts. The findings showed; The most posts shared by both teams were about the team's success, the star players and the team coach. Also, the highest number of likes and comments were related to posts with the content of team success, star players, head coach, fans for Esteghlal team and the highest number of likes and comments for Persepolis team were related to posts with event image, success, star player and head coach content. This study highlights the importance of each of the brand characteristics of sports teams in the midst of online interaction and engagement of fans. it is suggested that marketing and sports managers of teams should have a better understanding of the semiotics of images
Sports Media
Elham Fatahi; Saeid Sadegehi Burojerdi; Abed Mahmoudian
Abstract
Abestract: The present study was conducted with the aim of identifying the effect of the characteristics of fitness Instagram pages and their trainers on the flow experience, satisfaction and behavioral intention of followers. The present research method is descriptive and correlational. 391 students ...
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Abestract: The present study was conducted with the aim of identifying the effect of the characteristics of fitness Instagram pages and their trainers on the flow experience, satisfaction and behavioral intention of followers. The present research method is descriptive and correlational. 391 students of Kurdistan University were selected as a statistical sample based on available sampling method. The measuring instrument was a questionnaire. The results showed that the characteristics of fitness pages on Instagram directly affect the flow experience (0.64), satisfaction (0.53), and the characteristics of fitness trainers directly affect the satisfaction (0.44) and flow experience (0.47). ) have a positive and significant effect. In addition, flow experience on followers' satisfaction (0.39), flow experience on followers' behavioral intentions (0.51), followers' satisfaction on their behavioral intentions (0.50), and have a positive and significant effect. Finally, the results indicate that the characteristics of fitness pages indirectly affect followers' behavioral intentions through the mediation of flow experience with a coefficient of (0.33), the mediation of flow experience and followers' satisfaction with a coefficient of (0.12) and the characteristics of fitness trainers indirectly. Followers' behavioral intentions through mediation of followers' satisfaction with coefficient (0.22), mediation of flow experience and followers' satisfaction with coefficient (0.12) also have a positive and significant effect. It can be said that active fitness trainers and pages on Instagram,
Abed Mahmoudian; Saeed Sadeghi Boruojerdi; AmiRreza Abbasian; Farid Ganji
Abstract
The purpose of this study is the to Analysis the response of the fans to the professional athletes’ self-presentation in the social media of Instagram. 328 posts shared during 2019 on the official Instagram page of two female professional athletes, Maria Sharapova and Serena Williams, were analyzed ...
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The purpose of this study is the to Analysis the response of the fans to the professional athletes’ self-presentation in the social media of Instagram. 328 posts shared during 2019 on the official Instagram page of two female professional athletes, Maria Sharapova and Serena Williams, were analyzed and classified. The sample included 328 posts from both players, 120.716.122 likes and 2.246.584 comments. The analysis results of the pages of these two athletes showed that Serena Williams, on her Instagram page, has focused respectively more on social-role-related posts (32%), advertisement posts (25%), sports posts (23%), pictures showing her body (11%), selfies (4%) and nature and environment (2%). In contrary, Maria Sharapova respectively has posts with the contents of social role (28%), sports pictures (28%), nature and environment pictures (15%), advertisement pictures (11%), selfies (8%), pictures showing her body (2%). Also the results have shown that posts with sports content, body-showing, selfie and advertisement, respectively have the most number of likes and posts with the contents of social and nature and the environment, respectively have the most number of comments. The results of the present study highlight the importance of the content type of women athletes' Instagram posts for fans and followers. It also offers new insights and knowledge through a better understanding of the response (likes and comments) of followers to build a strong relationship and interaction, engagement and engagement.
Abed Mahmoudian; Saeed Sadeghi Boruojerdi; Vahid Delshab
Abstract
Instagram has increasingly become a tool for sharing visual content for professional athletes. Therefore, the purpose of this study was to use Instagram as a personal brand management tool for professional athletes. The method of qualitative research was quantitative content analysis. 472 Instagram posts ...
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Instagram has increasingly become a tool for sharing visual content for professional athletes. Therefore, the purpose of this study was to use Instagram as a personal brand management tool for professional athletes. The method of qualitative research was quantitative content analysis. 472 Instagram posts of two professional footballers (Cristiano Ronaldo and Lionel Messi) were analyzed, in which the photos were categorized based on product-related and non-product-related attributes. Statistical analysis included analyzing the content of Instagram posts and examining the number of likes and comments on the athletes' Instagram page. The findings showed; for both athletes, posts with non-product-related features were significantly more shared than posts with product-related features on Instagram. The number of likes on posts with product-related attributes was significantly higher than the number of likes on posts with non-product-related features for both athletes. Also, the number of comments in posts with product-unrelated attributes content was significantly higher than the number of comments in product-related attributes posts for both athletes. This study shows that Instagram facilitates the understanding of how fans engage and interact with posts related to athlete brand attributes, and fans can play a more active role in the athlete brand building process through likes and comments. Based on this, it is suggested that professional athletes should have a greater understanding of the semiotics of images for posts in order to increase the number of comments and likes of their fans.
Abed Mahmoudian; Saeed Sadeghi Boruojerdi; Mojtaba Ghasemi Siani; Ako Ibrahim Faqe Mahmoud
Abstract
The purpose of the present study was to examine moderating role of using Instagram in relationship between involvement with the team, Attachment and the fans loyalty ) Case Study: Persepolis football team). The research method was descriptive-correlational. The statistical population consisted of all ...
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The purpose of the present study was to examine moderating role of using Instagram in relationship between involvement with the team, Attachment and the fans loyalty ) Case Study: Persepolis football team). The research method was descriptive-correlational. The statistical population consisted of all students of Persepolis fans football team in University of Kurdistan, that 420 of them were selected as statistical sample. The questionnaires of sports involvement dimensions by Kyle et al. (2003), attachment from Funk and James (2006), loyalty by Baer et al. (2008) were used, that its formal and content validity was by experts and their internal consistency was confirmed through alpha Cronbach, and structural equations and linear regression were used to test the hypotheses. The results showed that the involvement with the team, with a regression coefficient of 0.24, had a positive effect on the team's dependency variable, and also dependency variable of the team with a 0.50 regression coeficient, had a positive and meaningful effect on fans’ loyalty. Also, the team involvement variable without the use of the Instagram, predicts 14% of the variance of the team's attachment, which increases by 3.5% in the presence of Instagram, that is, 17.5% of increasing. Theoretically, the results of this research highlight the importance and application of the social media platform and the production of optimal content in the team marketing strategies. Scientifically, it is suggested to the sport team managers, by strengthening their relationships with fans through Instagram, increase the likelihood of involvement, dependence and loyalty of their