تحلیل پاسخ هواداران به ویژگی‌های برند تیم‌های ورزشی در اینستاگرام (مطالعه موردی: تیم‌های فوتبال استقلال و پرسپولیس تهران)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشگاه کردستان، سنندج، ایران.

2 استاد مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشگاه کردستان، سنندج، ایران.

3 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه حلبچه، اقلیم کردستان، عراق.

چکیده

در صنعت ورزش امروزی، بهره­گیری درست از شبکه­های اجتماعی می‌تواند به‎عنوان یک استراتژی به ایجاد تمایز برای برند تیم‌های ورزشی در یک بازار بسیار رقابتی کمک کند. در این راستا، هدف از مقاله حاضر، تحلیل پاسخ هواداران به ویژگی‌های برند تیم‌های ورزشی در شبکه اجتماعی اینستاگرام است. روش تحقیق توصیفی- تحلیلی بود. 577 پست در اینستاگرام از دو تیم ورزشی فوتبال تجزیه و تحلیل شد که در آن عکس‌ها بر اساس ویژگی‌های مرتبط (موفقیت تیم، بازیکنان ستاره و سرمربی) و غیرمرتبط (نشان برند، مدیریت، تاریخ و سنت باشگاه، ارزش‎ها و فرهنگ باشگاه، تصویر رویداد، حامی مالی، هواداران و استادیوم) با محصول طبقه‌بندی شدند. تجزیه و تحلیل آماری شامل تحلیل محتوای پست‌های اینستاگرامی مربوط به تیم‌ها و بررسی تعداد لایک و کامنت‌های مرتبط با پست‌ها بود. یافته‌ها نشان داد؛ بیشترین پست به اشتراک گذاشته شده از سوی هر دو تیم مربوط به موفقیت تیم، بازیکنان ستاره و سرمربی تیم بودند. همچنین بیشترین تعداد لایک‌ و کامنت‌ها مربوط به پست‌هایی با محتوای موفقیت تیم، بازیکنان ستاره، سرمربی، هواداران برای تیم استقلال و بیشترین تعداد لایک و کامنت‌ها برای تیم پرسپولیس مربوط به پست‌هایی با محتوای تصویر رویداد، موفقیت، بازیکن ستاره و سرمربی بودند. این مطالعه اهمیت هر یک از ویژگی‌های برند تیم‎های ورزشی را در میان تعامل و درگیری آنلاین هواداران برجسته کرده است. پیشنهاد می‌شود مدیران بازاریابی و ورزشی تیم‌ها درک بیشتری از نشانه‌شناسی تصاویر برای پست‌های اینستاگرامی جهت افزایش تعداد کامنت و لایک و در نهایت افزایش تعامل با آنان داشته باشند. 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Analysis of Fans' Responses to the Brand Attributes of Sports Teams on Instagram (Case Study: Esteghlal and Persepolis Tehran Football Teams)

نویسندگان [English]

  • Abed Mahmoudian 1
  • Saeed Sadeghi Boruojerdi 2
  • Ako Ibrahim Faqe Mahmood 3
  • Mohsen Heidari Toupkanlou 1
1 Ph.D. in Sport Management, Physical Education and Sports Sciences, University of Kurdistan, Sanandaj, Iran.
2 Professor of Sport Management, Department of Physical Education and Sports Sciences, University of Kurdistan, Sanandaj, Iran
3 Associate Professor of Sport Management, College of Physical Education and Sports Sciences, University of Halabja, Kurdistan, Region, Iraq.
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Instagram
  • Brand Management
  • Sport Teams
  • Brand Attributes

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مدیریت ارتباطات در رسانه های ورزشی
دوره 11، شماره 3 - شماره پیاپی 43
اردیبهشت 1403
صفحه 162-176

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  • تاریخ دریافت: 02 دی 1399
  • تاریخ بازنگری: 08 اسفند 1399
  • تاریخ پذیرش: 10 فروردین 1400

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