Filtern
Erscheinungsjahr
Dokumenttyp
- Bachelorarbeit (42)
- Masterarbeit (33)
- Ausgabe (Heft) zu einer Zeitschrift (31)
- Dissertation (8)
- Diplomarbeit (1)
- Habilitation (1)
Schlagworte
- Innovation (3)
- World of Warcraft (3)
- Business Intelligence (2)
- CCRDMT (2)
- Computerspiel (2)
- Crowdsourcing (2)
- Innovationsmanagement (2)
- Rollenspiel (2)
- Absorptive capacity (1)
- Advertising (1)
- Akzeptanz (1)
- Allgemeine Systemtheorie (1)
- Amazon Mechanical Turks (1)
- Annotationsmodell (1)
- B2B (1)
- BGV A1 (1)
- Bedarfsforschung (1)
- Blog marketing (1)
- Case Study (1)
- Challenges (1)
- Closed Source (1)
- Cold Chain (1)
- Common Annotation Framework (1)
- Corruption (1)
- Creativity (1)
- Datenbanksystem (1)
- Design Science Research (1)
- Design Thinking (1)
- Diagramm (1)
- Dienstleistungsproduktivität (1)
- Digital Rights Management (1)
- Digitale Bibliothek (1)
- Diskriminierung (1)
- Distribution <Linguistik> (1)
- Dynamische Netzwerkanalyse (1)
- E-Learning (1)
- EMIL-S (1)
- Effectiveness (1)
- Eigenschaften von Teammitgliedern (1)
- Einstellung (1)
- Eisenbahn-Unfalluntersuchungsstellen (1)
- Eisenbahnunfalldatenbank (1)
- Eisenbahnunfallkosten (1)
- Elektronische Bibliothek (1)
- Empirische Sozialforschung (1)
- Employee Behavior (1)
- Enterprise Collaboration Sytems (1)
- Entrepreneurship Education (1)
- Entrepreneurship Experience and Extra-curricular Activity (1)
- Entropia Universe (1)
- Experiment (1)
- Fehlerverhütung (1)
- Fernarbeitsregelungen (1)
- Food Transportation System (1)
- Foodstuff (1)
- Forschungsprojekt KMU 2.0 (1)
- GIRT (1)
- GMI-Controlling (1)
- Gamification (1)
- Geschäftsmodell (1)
- Geschäftsmodellinnovation (1)
- Geschäftsprozessmodell (1)
- Herausforderungen (1)
- Homeoffice (1)
- Human resources management (1)
- IPTV (1)
- Inflation (1)
- Information Retrieval (1)
- Informationsmanagement (1)
- Informationsmanagementsystem (1)
- Informetrie (1)
- International organization (1)
- Internet (1)
- Internet of Things (1)
- Join (1)
- Jungunternehmen (1)
- KI-Strategie (1)
- KSAO (1)
- Kleine und mittlere Unternehmen (1)
- Klimawandel (1)
- Knowledge Sharing (1)
- Kollaborationsplattform (1)
- Konzeption (1)
- Kookkurrenz (1)
- Korruption (1)
- Korrutionsprävention (1)
- Kundenmanagement (1)
- Künstliche Intelligenz (1)
- Last-year students (1)
- Lastenheft (1)
- Layout (1)
- Layout <Mikroelektronik> (1)
- Lernumgebung (1)
- Literaturrecherche (1)
- MMORPG (1)
- Media Asset Management (1)
- Mehrbenutzer-Annotationssystem (1)
- Metriken (1)
- Mezzanine-Finanzierung (1)
- Micro Finance (1)
- Mittelstand (1)
- Mixed method (1)
- Mobile Arbeit (1)
- Modell (1)
- Modellierungswerkzeug (1)
- Modulnetze (1)
- Multimediale Assets (1)
- Nachhaltigkeit (1)
- National Investigation Bodies (1)
- Netzwerk kleiner und mittlerer Unternehmen (1)
- Netzwerkmanagement (1)
- Nutzen Condition Monitoring (1)
- OPD-SHRM (1)
- OSS (1)
- Offener Innovationsprozess (1)
- Onlinesucht (1)
- Open Innovation (1)
- Open Source (1)
- Open Source Software (1)
- Pflichtenheft (1)
- Power Law (1)
- Predictive Maintenance (1)
- Prevention (1)
- Prozesskette (1)
- Prozessmanagement (1)
- Prävention (1)
- Psychohygiene (1)
- Qualität (1)
- Qualitätsmodell (1)
- Qualitätssicherung (1)
- RDMT (1)
- Railway Diagnostics & Monitoring Technologies (1)
- Railway Research (1)
- Railway Research Topics (1)
- Railway Safety (1)
- Railway Safety Research (1)
- Rechtemanagement (1)
- Regionalbanken (1)
- Relationales Datenbanksystem (1)
- Responsible Research and Innovation (1)
- RuneScape (1)
- SVG (1)
- Second Life (1)
- Shared Annotation Model (1)
- Shared Annotations (1)
- Simulation (1)
- Social Cognitive Career Theory (1)
- Social Entrepreneurship in Vietnam (1)
- Social Network Analysis (1)
- Social Networking Platforms (1)
- Social Software (1)
- Software-Customizing (1)
- Solutions (1)
- Staat (1)
- Startups (1)
- Structural Equation Modeling (1)
- Supply Chain Management (1)
- Survey Research (1)
- Sustainability (1)
- Systemtheorie (1)
- TQM (1)
- TRIZ (1)
- Taxonomie (1)
- Technikfolgenabschätzung (1)
- Technologiefrüherkennung (1)
- Technologiemanagement (1)
- Telearbeit (1)
- Total Quality Management (1)
- Unfallkostenberechnung (1)
- Unternehmen (1)
- Unternehmensnetzwerke (1)
- Verantwortung (1)
- Virtuelle Teams (1)
- Virtuelle Welt (1)
- Virtuelle Welten (1)
- Virtuelle Zusammenarbeit (1)
- Virtuelle Ökonomien (1)
- Vorausschauende Instandhaltung (1)
- Vorbeugung (1)
- Wachstum (1)
- Wayside Train Monitoring Systems (1)
- Web 2.0 (1)
- Web log (1)
- Weblog (1)
- Werbeform (1)
- Werbung (1)
- Word-of-Mouth (1)
- advertisements (1)
- attitude (1)
- behavior of employers (1)
- blockchain (1)
- co-occurrence (1)
- collaboration plattform (1)
- data sharing (1)
- delivery drone (1)
- design thinking (1)
- diagram (1)
- digital library (1)
- disability-adjusted life year (1)
- distributed ledger (1)
- drone (1)
- e-Commerce (1)
- entrepreneurial design thinking (1)
- entrepreneurial thinking (1)
- entrepreneurship education (1)
- experiment (1)
- healthcare (1)
- iSearch (1)
- identification of organization (1)
- kollaboratives Lernen (1)
- metrics (1)
- model (1)
- myAnnotations (1)
- nachhaltigkeitsorientierter Führungsstil (1)
- personality characteristics (1)
- quality adjusted life year (1)
- quality assurance (1)
- reputation of company (1)
- risks (1)
- social networks (1)
- taxonomy (1)
- teams (1)
- technology acceptance model (1)
- value of a statistical life (1)
Institut
- Institut für Management (116) (entfernen)
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.