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Kommunikation via Fotos – Selbstdarstellung und Vermarktung von professionellen Fußballprofis auf Instagram am Beispiel des FC Bayern München

  • Social Media is a world-wide phenomenon which has drastically changed the way humans communicate, the availability of information, as well as a crucial tool for various businesses. This has also heavily influenced the sporting community which presents the focus of this study. The work aims to examine the self-presentation, on the media platform Instagram, of footballers from FC Bayern Munich, to gain an understanding of how athletes use this medium as a communication and marketing tool to build their brand. Instagram was chosen due to it being a platform on which users post visual images as their primary communication mechanism. There are many social media uses for professional athletes. From the sharing of personal lives, professional highlights, and opinion, to product placement and endorsements, athletes are closer to fans and consumers than ever before. Social media also puts the athlete in charge of the message, image, and content regarding their careers and their lives Ten footballers were selected against specified criteria and examined against Goffman’s theory of self-presentation (1959) to formulate the research question: “Which forms of presentation of football players of FC Bayern Munich ́s Instagram posts achieve the highest user engagement?” Empirical research analysed the effect of different visual and contextual forms on user engagement rates. Through the works literature review, individual hypotheses were derived and tested in a quantitative standardized media content analysis. The first 50 Instagram posts of each of the ten FC Bayern Munich football players with the most followers were analyzed using IBM SPSS Statistics software. From the visual aspect seven photo categories were developed which were examined in relation to their engagement rate with the posts. Within the contextual framework, the importance and effect of the number of tags and hashtags used were analyzed. Findings revealed differences to previous research on an athlete ́s use of written social media outlets such as Facebook and Twitter, as the majority of visual images posted by athletes were in sporty settings, thus reflecting frontpage-performance strategies according to the self-presentation theory. Further results showed that a greater utilization of hashtags and tags do not correlate with a higher impact on the engagement rates. Personal brand management implications for athletes are examined in greater detail in the discussion.

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Metadaten
Author:Niklas Kirsten
URN:urn:nbn:de:kola-22966
ISSN:2701-5076
Series (Volume no.):ZIFET working paper series (22-001)
Place of publication:Koblenz
Editor:Harald F.O. von Korflesch, Kornelia van der Beek
Document Type:Part of Periodical
Language:German
Date of completion:2022/04/06
Date of publication:2022/04/08
Publishing institution:Universität Koblenz-Landau, Universitätsbibliothek
Corporative Author:Zentrales Institut für Scientific Entrepreneurship & International Transfer
Release Date:2022/04/08
Volume (for the year ...):2022
Issue / no.:22-001
Number of pages:V, 92
Institutes:Fachbereich 4 / Institut für Management
Licence (German):License LogoEs gilt das deutsche Urheberrecht: § 53 UrhG