نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشگاه کردستان
2 استاد مدیریت ورزشی، دانشگاه کردستان
3 کارشناشی ارشد مدیریت ورزشی، دانشگاه کردستان
چکیده
اینستاگرام به‌طور فزاینده‌ای به ابزاری جهت به اشتراک گذاشتن محتوای بصری برای ورزشکاران حرفه‌ای تبدیل شده است. به‌همین جهت هدف از پژوهش حاضر استفاده از اینستاگرام به‌عنوان ابزار مدیریت برند شخصی ورزشکاران حرفه‌ای بود. روش تحقیق کیفی از نوع تحلیل محتوای کمی بود. 472 پست در اینستاگرام از دو فوتبالیست حرفه‌ای (کریستیانو رونالدو و لیونل مسی) تجزیه و تحلیل شد که در آن عکس‌ها بر اساس ویژگی‌های مرتبط و غیر مرتبط با محصولطبقه‌بندی شدند. تجزیه و تحلیل آماری شامل تحلیل محتوای پست‌های اینستاگرامی و بررسی تعداد لایک و کامنت‌های آنها در صفحه اینستاگرام ورزشکاران مورد مطالعه بود. یافته‌ها نشان داد؛ برای هر دو ورزشکار، پست‌های با ویژگی‌های غیر مرتبط با محصول به‌طور قابل ملاحظه‌ای بیشتر از پست‌های با ویژگی‌های مرتبط با محصول در اینستاگرام به اشتراک گذاشته شده بود. تعداد لایک‌ها در پست‌های با محتوای ویژگی‌های مرتبط با محصول به‌طور قابل توجهی بالاتر از تعداد لایک‌های پست‌های مربوط به ویژگی‌های غیر مرتبط با محصول برای هر دو ورزشکار بود. همچنین، تعداد کامنت‌ها در پست‌های با محتوای ویژگی غیر مرتبط با محصول به‌طور قابل توجهی بالاتر از تعداد کامنت‌های پست‌های ویژگی مربوط به محصول برای هر دو ورزشکار بود. این مطالعه نشان می‌دهد که اینستاگرام، درک چگونگی درگیری و تعامل طرفداران با پست‌های مربوط به ویژگی‌های برند ورزشکار را تسهیل کرده و طرفداران می‌توانند در فرآیند ساخت برند ورزشکار از طریق لایک و کامنت نقش فعال‌تری داشته باشند. بر این اساس پیشنهاد می‌شود که ورزشکاران حرفه‌ای باید درک بیشتری از نشانه‌‌شناسی تصاویر برای پست‌ها جهت افزایش تعدادکامنت و لایک طرفداران خود داشته باشند.
کلیدواژه‌ها
عنوان مقاله [English]
Using social media of Instagram as personal brand management tool for professional athletes
نویسندگان [English]
- Abed Mahmoudian 1
- Saeed Sadeghi Boruojerdi 2
- Vahid Delshab 3
1 Ph.D. Student of Sport Management, University of Kurdistan
2 Prof. of Sport Management, University of Kurdistan
3 M.Sc. of Sport Management, University of Kurdistan
چکیده [English]
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.
کلیدواژه‌ها [English]
- brand management
- professional athletes brand attributes
- Anagnostopoulos, C., Parganas, P., Chadwick, S., & Fenton, A. (2018). Branding in pictures: usingInstagram as a brand management tool in professional team sport organisations. European Sport Management Quarterly, 1-26.
- Arai, A., KO, Y. J., & Kaplanidou, K. (2013). Athlete brand image: scale development and model test. European Sport Management Quarterly, 13(4), 383-403.
- Arai, A., KO, Y. J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17 (2), 97-106.
- Brown, J. (2013). The Impact of Social Media Use on Sports Fans’ Relationships with Professional Athletes: An Analysis of Parasocial Relationships. A Paper submitted in partial fulfillment of the Bachelor of Science degreein Professional and Technical Communication, Retrieved fromhttp: //www. jamaalbrown10. Com/files/73465761. pdf.
- Carlson, B. D., & Donavan, D. T. (2013). Human Brands in Sport: Athlete Brand Personality and Identification. Journal of SportManagement, 27(3), 193–206.
- Cho, M., Schweickart, T., & Haase, A. (2014). Public engagement with nonprofit organisations onFacebook. Public Relations Review, 40(3), 565–567.
- Chung, K. Y., Derdenger, T. P., & Srinivasan, K. (2013). Economic value of celebrity endorsements:Tiger Woods' impact on sales of Nike golf balls. Marketing Science, 32(2), 271-293.
- Clavio, G. (2013). Emerging social media and applications in sport. In P. Pedersen (Ed.), Handbookof sport communication (pp. 259–268). New York, NY: Routledge.
- Eagleman, A. N., & Krohn, B. D. (2012). Sponsorship awareness, attitudes, and purchase intentionsof road race series participants. Sport Marketing Quarterly, 21(4), 210–220.
- Frey, L., Botan, C., & Kreps, G. (2000). Investigating communication: An introduction to researchmethods (2nd Ed.). Boston: Allyn and Bacon.
- Geurin, A. N. (2017). Elite Female Athletes’ Perceptions of New Media Use Relating to Their Careers: A Qualitative Analysis. Journal of Sport Management, 31(4), 345-359.
- Geurin-Eagleman, A., & Burch, L. (2016). Communicating via photographs: A gendered analysis ofOlympic athletes’ visual self-presentation on Instagram. Sport Management Review, 19(2), 133–145.
- Graham, A. B. (2013). The 60 best athletes to follow on Instagram. Retrieved from http://extramustard. com/2013/01/30/the-60-best-athletes-to-follow-on-instagram/
- Green, M. R. (2016). The impact of social networks in the development of a personal sports brand. Sport, Business and Management: An International Journal, 6(3), 274-294.
- Hasaan, A., & Kerem, K. (2017). Establishing Athlete Brand among Female Pakistani Fans. Podium Sport, Leisure and Tourism Review e-ISSN: 2316-932X, 6(4), 333-351.
- Hasaan, A., Kerem, K., Biscaia, R., & Agyemang, K. J. (2016). Understanding the implications of athlete brand among fans. Technics Technologies Education Management, 11(1), 68-81.
- Hutchins, B. (2011). The acceleration of media sport culture. Information, Communication, &
Society, 14, 237–257. - Kaynak, E., Salman, G., &Tatoglu, E. (2008). An integrative framework linking brand associationsand brand loyalty in professional sports. Journal of Brand Management, 15(5), 336–357.
- Kim, A. J., & Hull, K. (2017). How fans are engaging with baseball teams demonstrating multipleobjectives on Instagram. Sport, Business and Management: An International Journal, 7(2), 216–232.
- Kristiansen, E., & Williams, A. S. (2015). Communicating the athlete as a brand: An examination of LPGA star Suzann Pettersen. International Journal of Sport Communication, 8(3), 371-388.
- Lau, P. W., Cheung, M. W., & Ransdell, L. B. (2008). A structural equation model of the relationship between body perception and self-esteem: Global physical self-concept as the mediator. Psychology of Sport and Exercise, 9(4), 493-509.
- Lebel, K., & Danylchuk, K. (2014). Facing off on Twitter: A generation Y interpretation of professional athlete profile pictures. International Journal of Sport Communication, 7(3), 317–336.
- Lobpries, J., Bennett, G., & Brison, N. (2017). Mary Ann to her Ginger: comparing the extended brand identity of two elite female athletes. International Journal of Sports Marketing and Sponsorship, 18(4), 347-362.
- Lunden, I. (2014, January 21). Instagram is the fastest-growing social site globally,
mobile devices rule over PCs for access. Retrieved from http://techcrunch.com/
2014/01/21/instagram-is-the-fastest-growing-social-site-globally-mobiledevices-rule-over-pcs-for-social-access/ - Mahmoudian, A., Sadeghi Boroujerdi, S., Mohammadi, S. (2016). Effect of athlete brand image on fan loyalty. Contemporary Research in Sport Management, 7(13), 53-67. (Persian).
- Mahmoudian, A., Sadeghi Boroujerdi, S., Ghasemi Siyani, M., Ibrahim Faqe Mahmoud, A. (2020). Moderating Role of Using Instagram in Relationship between Involvement with the Team, Attachment and Fan Loyalty )Case Study: Persepolis football team). Communication Management in Sports Media, 30473/JSM.2020.50380.1370.(Persian).
- McCarthy, J., Rowley, J., Ashworth, C., & Pioch, E. (2014). Managing brand presence through socialmedia: The case of UK football clubs. Internet Research, 24(2), 181–204.
- Nayyeri, Sh; Saffari, M. (2016). Exploring the Applications of Communication Theories in Sports: Instagram page content analysis focusing on usage theory and satisfaction, Communication Management in Sports Media, Vol 3, No 12; 47-60(Persian).
- Parganas, P., Anagnostopoulos, C., & Chadwick, S. (2015). ‘You’ll never tweet alone’: Managing sports brands through social media. Journal of Brand Management, 22(7), 551-568.
- PourHossien, Z; Abdavi, F; Javani, W; Pashaei, S. (2020). The effect of social networks on word of mouth through loyalty and brand attachment in the Iranian Football Premier League, Communication Management in Sports Media, 7, No. 3, Series 27, 81-90. (Persian).
- Ratelle, E. (2018). Self Presentation of Select Female Athletes on Instagram and Public Responses.
- Riffe, D., Lacy, S., & Fico, F. G. (2005). Analyzing media messages: Using quantitative content analysis in research (2nd ed.). New York, NY: Lawrence Erlbaum.
- Ross, S., James, J., & Vargas, P. (2006). Development of a scale to measure team brand associationsin professional sport. Journal of Sport Management, 20(2), 260–279.
- Sanderson, J. (2013). Stepping into the (social media) game: Building athlete identity via Twitter. In R. Luppicini (Ed.), Handbook of research on technoself: Identity in a technologicalsociety (pp. 419–438). New York, NY: IGI Global.
- Schweizer, N., & Dietl, H. M. (2015). Brand Management throughout Professional Athletes' Careers
- Shively, K. (2014, October 28). Simply Measured Q3 2014 Instagram Study. Retrieved from http://simplymeasured.com/library/2014-q3-instagram-study/?aliId=37674326.
- Smith, L. R., & Sanderson, J. (2015). I'm going to Instagram it! An analysis of athlete self- presentation on Instagram. Journal of Broadcasting & Electronic Media, 59(2), 342-358.
- Stavros, C., Pope, N. and Winzar, H. (2014Geurin-Eagleman, A. N., & Burch, L. M. (2016). Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram.
- Thompson, A. J., Martin, A. J., Gee, S., & Geurin, A. N. (2018). Building brand and fan relationships through social media. Sport, Business and Management: An International Journal.
- Väätäinen, M., & Dickenson, P. (2018). (Re) examining the effects of athlete brand image (ABI) on psychological commitment: an empirical investigation using structural equation modelling (SEM) and fuzzy set qualitative comparative analysis (fsQCA). European Sport Management Quarterly, 1-21.
- Williams, J., & Chinn, S. J. (2010). Meeting relationship-marketing goals through social media:A conceptual model for sport marketers. International Journal of Sport Communication, 3(4)422–437.
)