Exploring Instagram Communication: Usage of Instagram as a Marketing Tool in Professional Basketball Clubs
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11510%2F24%3A10488972" target="_blank" >RIV/00216208:11510/24:10488972 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=wZ6Z4ampxt" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=wZ6Z4ampxt</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.5817/StS2024-2-15" target="_blank" >10.5817/StS2024-2-15</a>
Alternative languages
Result language
angličtina
Original language name
Exploring Instagram Communication: Usage of Instagram as a Marketing Tool in Professional Basketball Clubs
Original language description
The study focuses on the marketing communication of basketball clubs on the Instagram social network. The aim of this study is to evaluate the Instagram marketing communication strategies and activities used by professional basketball clubs on the Instagram social network and to provide actionable insights for enhancing fan engagement and reach. This study, which uses a combination of quantitative and qualitative methods to reveal specific deficiencies in selected professional basketball clubs in the Czech Republic, may also prove inspirational to sports organisations. In the first phase, a quantitative method is used in the form of an analysis of the Instagram accounts of four selected basketball clubs. This is followed by a qualitative method that is conducted using a focus group of basketball fans. The list of shortcomings in marketing communication is supplemented by specific recommendations for improving the communication of sports organisations on this social network. Any recommendations made could then not only help these basketball clubs but also other sports organisations. The analyses conducted show that basketball clubs operating in the same NBL competition are not on the same level within the Instagram social network. As may be observed, there is a need to reflect trends and recommendations, especially when designing and planning the publication of posts. Working with Instagram Stories as an integral part of the sports club's information channel for fans also seems to be key.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
30306 - Sport and fitness sciences
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Studia Sportiva
ISSN
1802-7679
e-ISSN
2570-8783
Volume of the periodical
18
Issue of the periodical within the volume
2
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
19
Pages from-to
198-216
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85214476901