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Athlete branding via social media: examining the factors influencing consumer engagement on Instagram

Jason P. Doyle · Yiran Su · Thilo Kunkel

187 citations0/0 files storedEuropean Sport Management Quarterly

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Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Sports, Gender, and Society

Abstract

Research Question: Social media platforms provide opportunities for athletes to promote their personal brands and attract engagement from consumers. Through this research, we examined the factors that influence social media engagement (likes and comments) with athlete content on Instagram.Research Methods: We monitored the posting habits of every MLS player with a public Instagram profile over a one-month period. In total, 1727 Instagram posts from 289 male professional athletes were included in the study. Drawing upon self-presentation theory, the Model of Athlete Brand Image, and relationship marketing, each post was dummy coded according to its content type and the overarching marketing orientation reflected by the characteristics of the post.Results and Findings: Results from ANOVA and hierarchical regression tests indicated the Athletic Performance content type attracted higher rates of consumer engagement than other content types. Posts containing good quality photos, and the athlete’s teammates positively influenced engagement rates; whereas including hashtags negatively influenced engagement.Implications: Overall, this research extends knowledge surrounding athlete branding via social media and supports that impression management adopting a relationship marketing approach facilitates improved consumer engagement. Through this research we develop the Model of Athlete Branding via Social Media, which athletes and sport professionals can use to guide their social media strategy.

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References

2023The Presentation of Self in Everyday Life 2011Social media? Get serious! Understanding the functional building blocks of social media 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1991Mass Media Research: An Introduction 2012Customer Engagement: Exploring Customer Relationships Beyond Purchase 1989Reliability of Nominal Data Based on Qualitative Judgments 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 2018Authenticity under threat: When social media influencers need to go beyond self-presentation

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