Triathlon posts on InstagramWhat are the most engaging appeals for user interactions?

  1. Einsle, Carmen Sarah 1
  2. García-Fernández, Jerónimo 2
  3. Escalera Izquierdo, Gregorio 1
  1. 1 Universidad Nacional de Educación a Distancia
    info
    Universidad Nacional de Educación a Distancia

    Madrid, España

    ROR https://ror.org/02msb5n36

    Geographic location of the organization Universidad Nacional de Educación a Distancia
  2. 2 Universidad de Sevilla
    info
    Universidad de Sevilla

    Sevilla, España

    ROR https://ror.org/03yxnpp24

    Geographic location of the organization Universidad de Sevilla
Journal:
Cultura, ciencia y deporte

ISSN: 1696-5043

Year of publication: 2024

Volume: 19

Issue: 60

Type: Article

DOI: 10.12800/CCD.V19I60.2111 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Cultura, ciencia y deporte

Abstract

A brand’s identity reflects the core values of a brand.Meanwhile the brand image are users’ associations withthe brand. Therefore, to know users’ perceptions and topossibly obtain congruence between the brand identity andthe brand image, it is immensely important to implementan efficient marketing strategy. Hence, this study’smain aim is to analyse the differences of image appeals,comparing the sports event identities and the sportsevents’ brand images and their effect on user interactions.A content analysis was conducted, with an overall sampleof 629 Instagram images of five triathlons. An especiallyfor this study developed codebook was employed. Themost frequent appeals were people, athletes, urbansurroundings, running as a sport, the start-/finish line asevent momentum and concentration as an emotion with90% showing a positive tone. Posts displaying people,emotions, a positive tone, and the start-/finishing lineobtained higher interaction rates. Posts including womenor swimming showed high mean values in interactions butwere rather underrepresented. The results contribute tothe literature on social media marketing within the field ofsports events by exploring Instagram post appeals fromthe perspective of the organisers, and the users and theirimpact on user interaction.

Bibliographic References

  • Aaker, D. A. (1996). Building strong brands. Free Press.
  • Aaker, D. A. (2012). Building Strong Brands. Simon and Schuster.
  • Ahmed, O. H., Lee, H., & Struik, L. L. (2016). A picture tells a thousand words: a content analysis of concussion-related images online. Physical Therapy in Sport: Official Journal of the Association of Chartered Physiotherapists in Sports Medicine, 21, 82- 86. https://doi.org/10.1016/j.ptsp.2016.03.001
  • Ahrens, J., Brennan, F., Eaglesham, S., Buelo, A., Laird, Y., Manner, J., Newman, E., & Sharpe, H. (2022). A Longitudinal and comparative content analysis of Instagram fitness posts. International Journal of Environmental Research and Public Health, 19(11), 6845. https://doi.org/10.3390/ijerph19116845
  • Anagnostopoulos, C., Parganas, P., Chadwick, S., & Fenton, A. (2018). Branding in pictures: using Instagram as a brand management tool in professional team sport organisations. European Sport Management Quarterly, 18(4), 413-438. https://doi.org/10.1080/16184742.2017.1410202
  • Aramendia-Muneta, M. E., Olarte-Pascual, C., & Ollo-López, A. (2021). Key image attributes to elicit likes and comments on instagram. Journal of Promotion Management, 27(1), 50-76. https://doi.org/10.1080/10496491.2020.1809594
  • Bajac, H., Palacios, M., & Minton, E. A. (2018). Consumer-brand congruence and conspicuousness: an international comparison. International Marketing Review, 35(3), 498-517. https://doi.org/10.1108/IMR-12-2016-0225
  • Bulovic, N., & Seric, N. (2021). Creating a brand on the identity of a sports club: preliminary report creating a brand on the identity of a Sports Club. Sport Mont, 19(2), 65-68. https://doi.org/10.26773/smj.210611
  • Chatterjee, S. & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103. https://doi. org/10.1016/j.ijinfomgt.2020.102103
  • Cowans, S. (2016). Yoga on Instagram: Disseminating or destroying traditional yogic principles? Elon Journal of Undergraduate Research in Communications, 7(1), 33-42.
  • Donoso, B., Reina, A., & Alvarez-Sotomayor, A. (2022). Women and competitive sport: perceived barriers to equality. Cultura, Ciencia y Deporte, 17(54), 63-73. https://doi.org/10.12800/ccd.v17i54.1887
  • Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand Loyalty. Journal of Relationship Marketing, 19(4), 287-308. https://doi.org/10.1080/15332667.2019.1705742
  • Girish, V. G., & Lee, C.-K. (2019). The relationships of brand experience, sports event image and loyalty: case of Jeju International Ultramarathon Race. International Journal of Sports Marketing and Sponsorship, 20(4), 567-582. https://doi. org/10.1108/IJSMS-08-2017-0095
  • Grohs, R., Wieser, V. E., & Pristach, M. (2020). Value cocreation at sport events. European Sport Management Quarterly, 20(1), 69-87. https://doi.org/10.1080/16184742.2019.1702708
  • Hansson, K. (2022). Projected experiences of a Hallmark Sport Event on social media and its contributions to Destination Image: Case study of visitors’ projections on Instagram while attending Svenska Skidspelen 2022 in Falun, Sweden. [Master’s Thesis, Dalarna University] Diva Portal.
  • Hayes, A. F., & Krippendorff, K. (2007). Answering the call for a standard reliability measure for coding data. Communication methods and measures, 1(1), 77-89. https://doi.org/10.1080/19312450709336664
  • Hayes, M. (2022). Social media and inspiring physical activity during COVID-19 and beyond. Managing Sport and Leisure, 27(1- 2), 14-21. https://doi.org/10.1080/23750472.2020.1794939
  • Hsiao, C.-H., Tang, K.-Y., & Su, Y.-S. (2021). An empirical exploration of sports sponsorship: activation of experiential marketing, sponsorship satisfaction, brand equity, and purchase Intention. Frontiers in Psychology, 12. https://doi. org/10.3389/fpsyg.2021.677137
  • Ibrahim, B. & Aljarah, A. (2023). The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 29(1), 1-25. https://doi.org/10.108 0/13527266.2021.1984279
  • Iglesias-Sánchez, P. P., Correia, M. B., Jambrino-Maldonado, C., & de las Heras-Pedrosa, C. (2020). Instagram as a co-creation space for tourist destination image-building: Algarve and Costa del Sol case studies. Sustainability, 12(7), 2793. https:// doi.org/10.3390/su12072793
  • Johnson, R.G., Romney, M. & Burroughs, B. (2021). #Gramming gender: the cognizance of equality on Instagram accounts of prominent NCAA athletic departments. Communication & Sport, 10(4), 664-684. https://doi. org/10.1177/21674795211004164
  • Keller, K.L. (1993). Conceptualizing, Measuring, and managing customer-based brand equity. Journal of Marketing 57, 1-22. https://doi.org/10.1177/002224299305700101
  • Konecnik Ruzzier, M., & de Chernatony, L. (2013). Developing and applying a place brand identity model: the case of Slovenia. Journal of Business Research, 66(1), 45-52. https://doi.org/10.1016/j.jbusres.2012.05.023
  • Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2nd ed.). Sage.
  • Kunkel, T., Walker, M., & Hodge, C. M. (2019). The influence of advertising appeals on consumer perceptions of athlete endorser brand image. European Sport Management Quarterly, 19(3), 373-395. https://doi.org/10.1080/16184742.2018 .1530688
  • Lacasse, J., Santarossa, S., & Woodruff, S. J. (2019). Yoga on Instagram: understanding the nature of yoga in the online conversation and community. International Journal of Yoga, 12(2), 153-157. https://doi.org/10.4103/ijoy.IJOY_50_18
  • Lee, Y., & Na, S. (2023). Fear of missing out: an antecedent of online fan engagement of sport teams’ social media. Communication & Sport, 0(0). https://doi.org/10.1177/21674795231174565
  • Lianopoulos, Y., Theodorakis, N. D., Alexandris, K., & Papanikolaou, M. (2021). Testing the relationships among event personality, event image and runners’ loyalty: a study of an international running event. Sport, Business and Management: An International Journal, 12(2), 189-207. https://doi.org/10.1108/SBM-12-2020-0135
  • Linsner, A., Sotiriadou, P., Hill, B., & Hallmann, K. (2021). Athlete brand identity, image and congruence: a systematic literature review. International Journal of Sport Management and Marketing, 21(1-2), 103-133. https://doi.org/10.1504/ IJSMM.2021.114166
  • Lorgnier, N. G. A., Chanavat, N., Su, C.-J., & O’Rourke, S. M. (2022). Image congruity in the love triangle among mega sport event organizer, sponsor, and consumers: the moderating effects of product involvement and consumer awareness. European Sport Management Quarterly, 24(1), 134-158. https://doi.org/10.1080/16184742.2022.2084137
  • Lou, L., Jiao, Y., & Koh, J. (2021). Determinants of fan engagement in social media-based brand communities: a brand relationship quality perspective. Sustainability, 13(11). https://doi.org/10.3390/su13116117
  • Martínez Cevallos, D., Alguacil, M., & Calabuig Moreno, F. (2020). Influence of brand image of a sports event on the recommendation of its participants. Sustainability, 12(12). https://doi.org/10.3390/su12125040
  • Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business & Management, 8(1), 1870797. https://doi.org/10.1080/23311975.2020.1870797
  • Morgan, A., Wilk, V., Sibson, R., & Willson, G. (2021). Sport event and destination co-branding: analysis of social media sentiment in an international, professional sport event crisis. Tourism Management Perspectives, 39, 100848. https://doi. org/10.1016/j.tmp.2021.100848
  • Neuendorf, K.A. (2017). The content analysis guidebook. Sage.
  • Parry, K. D., Clarkson, B. G., Bowes, A., Grubb, L., & Rowe, D. (2023). Media framing of women’s football during the COVID-19 Pandemic. Communication & Sport, 11(3), 592-615. https://doi.org/10.1177/21674795211041024
  • Prado-Gasco, V., Calabuig Moreno, F., Ano Sanz, V., Nunez-Pomar, J., & Crespo Hervas, J. (2017). To post or not to post: Social media sharing and sporting event performance. Psychology & Marketing, 34(11), 995-1003. https://doi.org/10.1002/ mar.21038
  • Redondo Castán, J. C., Pardo Fanjul, A., Pedauga Sánchez, L. E., & Izquierdo Velasco, J. M. (2023). Impacto económico de los pequeños y medianos eventos deportivos: estudio del caso de la región de Castilla y León (España). Retos: Nuevas Tendencias en Educación Física, Deporte y Recreación, 47, 695-700. https://doi.org/10.47197/retos.v47.93038
  • Rehman, S., Gulzar, R., & Aslam, W. (2022). Developing the Integrated Marketing Communication (IMC) through social media (SM): the modern marketing communication approach. SAGE Open, 12(2). https://doi.org/10.1177/21582440221099936
  • Rietveld, R., Van Dolen, W., Mazloom, M., & Worring, M. (2020). What you Feel, is what you like influence of message appeals on customer engagement on Instagram. Journal of Interactive Marketing, 49(1), 20-53. https://doi.org/10.1016/j. intmar.2019.06.003
  • Romney, M., & Johnson, R. G. (2020). The ball game is for the boys: the visual framing of female athletes on national sports networks’ Instagram accounts. Communication & Sport, 8(6), 738-756. https://doi.org/10.1177/2167479519836731
  • Sáez, J. A. S. (2019). Los eventos deportivos como instrumento de desarrollo local. Cultura, Ciencia y Deporte, 14(41), 91-92. https://doi.org/10.12800/ccd.v14i41.1268
  • Schäfer, M., & Vögele, C. (2021). Content analysis as a research method: content analysis of content analyses in sport communication. International Journal of Sport Communication, 14(2), 195-211. https://doi.org/10.1123/ijsc.2020-0295
  • Schreiner, M., Fischer, T., & Riedl, R. (2021). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Electronic Commerce Research, 21(2), 329-345. https://doi. org/10.1007/s10660-019-09353-8
  • 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. https://doi.org/10.1080/08838151.2015.1029125
  • Sun, W., Tang, S., & Liu, F. (2021). Examining perceived and projected destination image: a social media content analysis. Sustainability, 13(6). https://doi.org/10.3390/su13063354
  • Taberner, I., & Juncà, A. (2021). Small-scale sport events as place branding platforms: A content analysis of Osona’s projected destination image through event-related pictures on Instagram. Sustainability, 13(21). https://doi.org/10.3390/ su132112255
  • Taberner, I., Juncà, A., & Larson, B. V. (2022). Small-scale sport events and destination image on Instagram. Journal of Physical Education and Sport, 22(2), 408-415. https://doi.org/10.7752/jpes.2022.02051
  • Webb, J. B., Vinoski, E. R., Bonar, A. S., Davies, A. E., & Etzel, L. (2017). Fat is fashionable and fit: a comparative content analysis of fatspiration and health at every size® Instagram images. Body Image, 22, 53-64. https://doi.org/10.1016/j. bodyim.2017.05.003
Data source: Dialnet