نویسندگان
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استادیار مدیریت، دانشگاه تربیت مدرس، تهران، ایران
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استادیار مدیریت ورزشی، دانشگاه تبریز، تبریز، ایران
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دانشیار گروه مدیریت ورزشی دانشگاه پیام نور تهران
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نوع مقاله : مقاله پژوهشی
چکیده
هدف: هدف این پژوهش بررسی این موضوع بود که تیمهای ورزشی چگونه از ابزار شبکه اجتماعی اینستاگرام برای اهداف برندسازی خود استفاده میکنند و طرفداران این تیمها به چه میزان نسبت به این برند از خود واکنش نشان میدهند.
روششناسی: ابتدا به حساب رسمی باشگاه استقلال تهران در صفحه اینستاگرام مراجعه شد و تعداد 500 پست مورد تحلیل محتوای کیفی و کمی قرار گرفت. سپس با استفاده از آزمون تحلیل واریانس یکطرفه و آزمون شفه بررسی شد که کدام ویژگی برند تیم، مشارکت بیشتری را از طرفداران بر میانگیزد.
یافتهها: باشگاه استقلال تهران از طریق صفحه اینستاگرام خود دو دسته ویژگی برند مشتمل بر عوامل مرتبط با محصول (موفقیت تیم، بازیکن ستاره و سرمربی) و عوامل غیرمرتبط با محصول (نشان تجاری، مدیریت، تاریخچه و سنت باشگاه، فرهنگ و ارزشهای باشگاه، تصویر رویداد، حامی مالی و طرفداران) را به نمایش گذاشته بود. بیشترین فراوانی متعلق به ویژگی بازیکنان ستاره (47.6%) و کمترین فراوانی متعلق به ویژگی فرهنگ و ارزشهای باشگاه (2.2%) بودند. نتایج حاصل از آزمون تحلیل واریانس حکایت از تفاوت معنیدار میان میانگین کامنتها و میانگین لایکهای هواداران بر حسب ویژگیهای برند داشت. نتایج آزمون شفه نشان داد که دو مولفه بازیکنان ستاره و حامی مالی به ترتیب عامل ایجاد اختلاف معنیدار در میزان لایک هواداران و ارائه کامنت توسط آنها بودند.
نتیجهگیری: شبکه اجتماعی اینستاگرام ابزار مناسبی جهت تداعی برند بهواسطه محتوی پیامهای تبادلشده بین هواداران و تیمهای ورزشی است و میتواند در اهداف برندسازی باشگاه بهکار برده شود.
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