Communicating Brand Identity on Social Media: A Case Study of the Use of Instagram and Twitter for Collegiate Athletic Branding

Watkins, Brandi; Lee, Jason W.

doi:10.1123/ijsc.2016-0073

Cited by 26 publications

(26 citation statements)

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“…Athletes' self-presentation on social media platforms like Instagram should be carefully premeditated in order to garner a larger following and create an identity (Marshall, 2010). Watkins and Lee (2016) posited that "the development and maintenance of strong brand identity and image deliver the groundwork for consumer loyalty and brand equity" (p. 478). A study by Lebel & Danylchuk (2014) determined that sport specific photos (i.e.…”

Section: Personal Brandingmentioning

confidence: 99%

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Introducing instagagement: analyzing the engagement rates of professional tennis players through self-presentation strategies on Instagram

Lebel¹

2021

Preprint

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This study explored the self-presentation strategies of male and female professional tennis players on the visual-based social media platform, Instagram, and explored the differences that exist between genders relative to fan engagement. A total of 963 Instagram posts were analyzed through content analyses of the top ten most followed professional male and female tennis players. Findings suggest that down-to-earth posts were the most common selfpresentation strategy for both genders; however, male athletes were found to post in a wider variety of categories. Sport specific presentations of self (athletic competence, behind-the-scenes and celebratory) were found to be significantly more popular among male athletes, constituting 46.1% of their sample, compared to 24.5% of the female athlete sample. Fan engagement rates revealed that followers of male athletes engaged with celebratory content the most, while followers of female athletes engaged most with sexualized content.

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Section: Personal Brandingmentioning

confidence: 99%

“…Research also suggests that engagement rates on Instagram (e.g., likes, reposting, commenting) are higher than those on Facebook and Twitter (Watkins & Lee, 2016). In 2013, SumAll, a marketing analytics tool, ranked Instagram as the best social media platform for brands (Koetsier, 2013).…”

Section: Research Contextmentioning

confidence: 99%

Introducing instagagement: analyzing the engagement rates of professional tennis players through self-presentation strategies on Instagram

Lebel¹

2021

Preprint

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“…This has enabled Twitter to gain global popularity, which is why it is considered an important tool to examine and utilize. Instagram is a platform where users can share visual-based content (photos and videos) with captions, as well as comment and like content from other users (Watkins & Lee, 2016). Instagram has gained traction through the ability to connect with users around the world through aesthetically appealing content.…”

Section: Introductionmentioning

confidence: 99%

Assessing the engagement of social media marketing: the case study of a tourism Toronto video-based marketing campaign

Stolte¹

2023

Preprint

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The purpose of this research is to assess user engagement for a video-based social media campaign by a destination marketing organization (DMO). A case study methodology was applied to examine the Tourism Toronto video-based campaign of 2017 on Instagram and Twitter. Social interactions were analyzed to compare the relative engagement rates across platforms. This determined that Instagram had a higher relative engagement rate compared to Twitter. Instagram can be considered as a more desirable tool for DMOs to share videos digitally. The limited sample size presents research limitations through potentially not representing a larger population opinion’s on the content. It enables practical implications for destination marketers who have limited resources by highlighting that Instagram may be a preferred channel over Twitter due to higher engagements rates. There is a lack of research on the comparison of relative engagement rates from an academic perspective and this is the first study to explore the topic for a video-based marketing campaign in the DMO industry.

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“…Instagram as a popular social media makes people compare the appearance of each other and triggers a sense of dissatisfaction with the body which can affect body image for each individual (Tiggemann et al, 2018). Compared to Facebook, Instagram is used more in branding strategies to convey brand associations and personality (Watkins & Lee, 2017). Photo manipulation, as well as social media investment, has been linked to increased body dissatisfaction for both men and women.…”

Section: Introductionmentioning

confidence: 99%

Masculine and metrosexual: Indonesian actor’s clothing style on Instagram from the Foucauldian perspective

et al. 2020

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This study seeks to explore the fashion styles of Indonesian actors on Instagram from Foucault’s perspective. Appearance is a demand that is not only aimed at women but also for men. Appearance is an important part, especially for men, so that also increases the metrosexual side. The enhancement of men’s appearance in clothing has increased metrosexuality. The metrosexual side has been viewed by society as indicating the waning masculine side of a man. Thus, some people believe that metrosexual men lose their identity entirely because excessive attention to appearance is associated with women identity. The method used in this study was the Krippendorff content analysis carried out on Joe Taslim’s Instagram account Instagram posts from October 2019 to February 2020. Joe Taslim, known as an Indonesian action actor, is a figure with a masculine appearance chosen in this study to represent a masculine men figure but still looks metrosexual. The results of this study indicate that Joe Taslim’s Instagram is used as a medium in creating fantasies about the men body metrosexual, which is run by the capitalist industry to create a masculine impression.

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Communicating Brand Identity on Social Media: A Case Study of the Use of Instagram and Twitter for Collegiate Athletic Branding

Cited by 26 publications

References 0 publications

Introducing instagagement: analyzing the engagement rates of professional tennis players through self-presentation strategies on Instagram

Introducing instagagement: analyzing the engagement rates of professional tennis players through self-presentation strategies on Instagram

Assessing the engagement of social media marketing: the case study of a tourism Toronto video-based marketing campaign

Masculine and metrosexual: Indonesian actor’s clothing style on Instagram from the Foucauldian perspective

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