Triathlon posts on instagram : what are the most engaging appeals for user interactions?

A brand’s identity reflects the core values of a brand. Meanwhile the brand image are users’ associations with the brand. Therefore, to know users’ perceptions and to possibly obtain congruence between the brand identity and the brand image, it is immensely important to implement an efficient market...

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Autores: Sarah Einsle, Carmen, García Fernández, Jerónimo, Escalera Izquierdo, Gregorio
Tipo de recurso: artículo
Fecha de publicación:2024
País:España
Institución:Universidad Católica San Antonio de Murcia (UCAM)
Repositorio:RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
OAI Identifier:oai:repositorio.ucam.edu:10952/8130
Acceso en línea:http://hdl.handle.net/10952/8130
Access Level:acceso abierto
Palabra clave:Online marketing
Marketing digital
Sports event
Content analysis
Social media
Fan engagement
Evento deportivo
Medios sociales
Análisis de contenido
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spelling Triathlon posts on instagram : what are the most engaging appeals for user interactions?PUBLICACIONES DE TRIATLÓN EN INSTAGRAM: ¿QUÉ ATRACTIVOS PROVOCAN MAYOR INTERACCIÓN AL USUARIO?Sarah Einsle, CarmenGarcía Fernández, JerónimoEscalera Izquierdo, GregorioOnline marketingMarketing digitalSports eventContent analysisSocial mediaFan engagementEvento deportivoMedios socialesAnálisis de contenidoA brand’s identity reflects the core values of a brand. Meanwhile the brand image are users’ associations with the brand. Therefore, to know users’ perceptions and to possibly obtain congruence between the brand identity and the brand image, it is immensely important to implement an efficient marketing strategy. Hence, this study’s main aim is to analyse the differences of image appeals, comparing the sports event identities and the sports events’ brand images and their effect on user interactions. A content analysis was conducted, with an overall sample of 629 Instagram images of five triathlons. An especially for this study developed codebook was employed. The most frequent appeals were people, athletes, urban surroundings, running as a sport, the start-/finish line as event momentum and concentration as an emotion with 90% showing a positive tone. Posts displaying people, emotions, a positive tone, and the start-/finishing line obtained higher interaction rates. Posts including women or swimming showed high mean values in interactions but were rather underrepresented. The results contribute to the literature on social media marketing within the field of sports events by exploring Instagram post appeals from the perspective of the organisers, and the users and their impact on user interaction.La identidad de una marca refleja sus valores clave. Por su parte, la imagen de marca son las asociaciones de los usua-rios con esta marca. Por tanto, para conocer las percep-ciones de los usuarios y obtener una posible congruencia entre la identidad y la imagen de marca es inmensamente importante aplicar una estrategia de marketing eficaz. Por ello, el objetivo principal de este estudio es analizar las dife-rencias de los atractivos de imagen, comparando las iden-tidades y las imágenes de marca de los eventos deportivos en cuestión y su efecto en la interacción del usuario. Se realizó un análisis de contenido, con una muestra global de 629 imágenes de Instagram de cinco triatlones. Se empleó un libro de códigos específicamente elaborado para este estudio. Los atractivos más frecuentes fueron personas, at-letas, un entorno urbano, correr como deporte, la línea de salida/meta como momento del evento y la concentración como emoción, con un 90% de imágenes mostrando un tono positivo. Las publicaciones que mostraban personas, emociones, un tono positivo y la línea de salida/meta obtu-vieron mayores tasas de interacción. Las publicaciones que incluían mujeres o la natación obtuvieron valores medios elevados en las interacciones, pero fueron infrarrepresen-tadas. Los resultados contribuyen a la literatura sobre el marketing digital en el ámbito de los eventos deportivos al explorar los atractivos de las publicaciones desde la pers-pectiva de los organizadores y de los usuarios y su impacto en la interacción del usuarioActividad Física y Deporte2024info:eu-repo/semantics/articlehttp://hdl.handle.net/10952/8130reponame:RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murciainstname:Universidad Católica San Antonio de Murcia (UCAM)Inglésinfo:eu-repo/semantics/openAccessoai:repositorio.ucam.edu:10952/81302026-06-07T18:35:21Z
dc.title.none.fl_str_mv Triathlon posts on instagram : what are the most engaging appeals for user interactions?
PUBLICACIONES DE TRIATLÓN EN INSTAGRAM: ¿QUÉ ATRACTIVOS PROVOCAN MAYOR INTERACCIÓN AL USUARIO?
title Triathlon posts on instagram : what are the most engaging appeals for user interactions?
spellingShingle Triathlon posts on instagram : what are the most engaging appeals for user interactions?
Sarah Einsle, Carmen
Online marketing
Marketing digital
Sports event
Content analysis
Social media
Fan engagement
Evento deportivo
Medios sociales
Análisis de contenido
title_short Triathlon posts on instagram : what are the most engaging appeals for user interactions?
title_full Triathlon posts on instagram : what are the most engaging appeals for user interactions?
title_fullStr Triathlon posts on instagram : what are the most engaging appeals for user interactions?
title_full_unstemmed Triathlon posts on instagram : what are the most engaging appeals for user interactions?
title_sort Triathlon posts on instagram : what are the most engaging appeals for user interactions?
dc.creator.none.fl_str_mv Sarah Einsle, Carmen
García Fernández, Jerónimo
Escalera Izquierdo, Gregorio
author Sarah Einsle, Carmen
author_facet Sarah Einsle, Carmen
García Fernández, Jerónimo
Escalera Izquierdo, Gregorio
author_role author
author2 García Fernández, Jerónimo
Escalera Izquierdo, Gregorio
author2_role author
author
dc.subject.none.fl_str_mv Online marketing
Marketing digital
Sports event
Content analysis
Social media
Fan engagement
Evento deportivo
Medios sociales
Análisis de contenido
topic Online marketing
Marketing digital
Sports event
Content analysis
Social media
Fan engagement
Evento deportivo
Medios sociales
Análisis de contenido
description A brand’s identity reflects the core values of a brand. Meanwhile the brand image are users’ associations with the brand. Therefore, to know users’ perceptions and to possibly obtain congruence between the brand identity and the brand image, it is immensely important to implement an efficient marketing strategy. Hence, this study’s main aim is to analyse the differences of image appeals, comparing the sports event identities and the sports events’ brand images and their effect on user interactions. A content analysis was conducted, with an overall sample of 629 Instagram images of five triathlons. An especially for this study developed codebook was employed. The most frequent appeals were people, athletes, urban surroundings, running as a sport, the start-/finish line as event momentum and concentration as an emotion with 90% showing a positive tone. Posts displaying people, emotions, a positive tone, and the start-/finishing line obtained higher interaction rates. Posts including women or swimming showed high mean values in interactions but were rather underrepresented. The results contribute to the literature on social media marketing within the field of sports events by exploring Instagram post appeals from the perspective of the organisers, and the users and their impact on user interaction.
publishDate 2024
dc.date.none.fl_str_mv 2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10952/8130
url http://hdl.handle.net/10952/8130
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
instname:Universidad Católica San Antonio de Murcia (UCAM)
instname_str Universidad Católica San Antonio de Murcia (UCAM)
reponame_str RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
collection RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812429

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