Sport Advertising
Abed Mahmoudian; Saeed Sadeghi Boruojerdi; Ako Ibrahim Faqe Mahmood; 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 for Instagram posts to increase the number of comments and likes and ultimately increase interaction with them.
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.