Social Media Marketing in Sports: The Rise of Fan Engagement through Instagram

Kharmalki, George William; Raizada, Shiny

doi:10.36295/asro.2020.231721

Cited by 3 publications

(2 citation statements)

References 29 publications

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“…Yet, the share of visual data including photos has been rapidly increasing in social media. Photo-uploading functions are provided in existing social media sites such as Facebook and Twitter and photo-centric social media services such as Instagram have become popular, while many studies have been conducted about Instagram in various fields [ 15 , 16 , 17 , 18 ]. In this vein, the relationships between social media photo features and uploaders’ personality have been examined in previous research [ 5 , 19 ], but only limited kinds of photos such as profiles or selfies were analyzed in those studies.…”

Section: Introductionmentioning

confidence: 99%

Personality of Public Health Organizations’ Instagram Accounts and According Differences in Photos at Content and Pixel Levels

Kim

Lee

2021

IJERPH

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Organizations maintain social media accounts and upload posts to show their activities and communicate with the public, as individual users do. Thus, organizations’ social media accounts can be examined from the same perspective of that of individual users’ accounts, with personality being one of the perspectives. In line with previous studies that analyzed the personality of non-human objects such as products, stores, brands, and websites, this study analyzed the personality of Instagram accounts of public health organizations. It also extracted features at content and pixel levels from the photos uploaded on the organizations’ accounts and examined how they were related to the personality traits of the accounts. The results suggested that the personality of public health organizations can be summarized as being high in openness and agreeableness but lower in extraversion and neuroticism. Openness and agreeableness were the personality traits associated the most with the content-level features, while extraversion and neuroticism were the ones associated the most with the pixel-level features. In addition, for each of the two traits associated the most with either the content- or pixel- level features, their associations tended to be in opposite directions with one another. The personality traits, except for neuroticism, were predicted from the photo features with an acceptable level of accuracy.

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Section: Introductionmentioning

confidence: 99%

Personality of Public Health Organizations’ Instagram Accounts and According Differences in Photos at Content and Pixel Levels

Kim

Lee

2021

IJERPH

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“…However, if compared with other studies such as the one conducted by Kharmalki et al [ 30 ], Instagram was found to entice a higher participation in the area of sport in general compared with Facebook and YouTube. This may be due to the fact that fans currently use Instagram more to interact with their sports team compared with Facebook, Twitter or YouTube as they prefer instant viewing.…”

Section: Discussionmentioning

confidence: 53%

The Role of Social Media in Sports Vision

Nascimento

Martínez-Pérez

Álvarez-Peregrina

et al. 2021

IJERPH

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Background: Sports vision is a relatively new specialty. The objective is to provide ophthalmological and optometric care services for the care of vision in the sports field. An increasing number of athletes and coaches are trying to improve visual skills and they seek information on social media. The current excess of information has made it increasingly difficult to identify high quality articles. For this reason, alternative metrics are useful tools to identify publications that draw attention to society. This research aims to study the influence of social networks on the importance of vision in sport. Methods: Altmetric Explorer was used to perform a search using “sport”, “vision” and “eye” as keywords. The 100 outcomes with the most attention were analyzed and correlated with the number of citations in the Web of Science (WoS) using the Spearman correlation coefficient. Results: The 100 best Altmetric Attention Scores (AASs) were published in 67 journals and had a mean AAS value of 30.22 ± 62.37 The results were discussed mainly on Twitter, with a mean of 113.99 ± 43.86 tweets and retweets and a mean of 75.92 ± 79.92 readers in Mendeley. There was no correlation between AAS and WoS Cites for the top 100 outcomes and the correlation was low if we considered the total research results rather than the top 100. Conclusions: The citations are not related to the impact of scientific articles on social networks. Sports vision is a specialty with a growing interest in social media.

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