In collaboration with Payame Noor University and Iranian Scientific association of sport management

Document Type : Research Paper

Authors

1 Ph.D. Student Sport Management, Sport Sciences Faculty, Tabriz University, Tabriz, Iran

2 Assistant Prof. of Sport Management, Sport Sciences Faculty, Tabriz University, Tabriz, Iran

3 Associate Prof. of Sport Management, Sport Sciences Faculty, Tabriz University, Tabriz, Iran

4 Assistant Prof. of, Rehabilitation Faculty, Tabriz, Tabriz University of Medical Sciences, Iran

Abstract

In this research, the first study aimed to design and evaluate Instagram sports posts featuring captions that highlight the affective and instrumental benefits of exercise, accompanied by images, across eight separate conditions. The results indicated that the designed posts were appropriate for each condition. The second study employed a 2 x 4 experimental design, where participants in the eight conditions viewed the Instagram posts from the first study online. The findings showed a significant increase in exercise intention compared to baseline levels in both the emotional (t(71) = -5.45, p < 0.001) and physical (t(55) = -3.26, p < 0.002) educational conditions. Additionally, posts with affective and instrumental information generated higher emotional satisfaction and recall scores than other types of posts. Therefore, viewing informative Instagram sports posts with affective and instrumental captions was more effective in promoting sports participation than neutral, seductive, or purely textual posts. This study provides evidence supporting the use of caption-related affective and instrumental visual content in Instagram sports posts to motivate individuals to exercise.

Keywords

Main Subjects

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