Exploring Instagram Communication: Usage of Instagram as a Marketing Tool in Professional Basketball Clubs

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Exploring Instagram Communication: Usage of Instagram as a Marketing Tool in Professional Basketball Clubs

Popis výsledku v původním jazyce

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&apos;s information channel for fans also seems to be key.

Název v anglickém jazyce

Exploring Instagram Communication: Usage of Instagram as a Marketing Tool in Professional Basketball Clubs

Popis výsledku anglicky

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&apos;s information channel for fans also seems to be key.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

30306 - Sport and fitness sciences

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Studia Sportiva

ISSN

1802-7679

e-ISSN

2570-8783

Svazek periodika

18

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

19

Strana od-do

198-216

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85214476901