Shahrzad Nayyeri; Vajiheh javani; hamid ghasemi
Abstract
Objective: The aim of this study was to investigate how to the Sport teams use Instagram as a social media platform for their branding purposes, and how much their fans respond to the brand on Instagram.Methodology: First, qualitative and quantitative content analysis was conducted on 500 Instagram posts ...
Read More
Objective: The aim of this study was to investigate how to the Sport teams use Instagram as a social media platform for their branding purposes, and how much their fans respond to the brand on Instagram.Methodology: First, qualitative and quantitative content analysis was conducted on 500 Instagram posts by Tehran Esteghlal F.C. Then, by using one-way ANOVA and Scheffe test, investigated what team brand attributes have created more fan engagement.Results: Findings indicated that two demonstrates of brand attributes of Esteghlal F.C. on its Instagram page including product-related factors (team success, star player and head coach), and non-product related factors (brand mark, management, club’s history and tradition, club’s culture and values, event’s image, sponsor and fans). The highest frequency of images was related to star players (47.6%), and the lowest frequency was attributed to the club’s culture and values (2.2%). The results of ANOVA showed a significant difference between the means of comments and likes of the fans in terms of brand attributes. Scheffe test results showed that star players cause a significant difference in the number of fans' likes. moreover, it pointed out that sponsors effect the number of fans' comments.Conclusion: Instagram as a social media platform could be a suitable instrument to realize the brand through the content of messages exchanged between the followers and the sport teams. So, it could be used for branding purposes of the club.
