... media platforms. Specifically, the study aims to identify how variations in content presentation and self-disclosure influence audience reactions such as likes, comments and shares. Design/methodology/approach With the data collection in Instagram, this study utilized a qualitative approach...

...Leyi Shen; Kiki Kaplanidou Purpose The purpose of this study is to examine the differential impacts of community- vs sponsorship-oriented athlete Instagram posts on consumer responses, controlling for athlete identification. Specifically, it explores how message type influences inspiration...

... and Instagram. Findings Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement. Originality...

...Olan K.M. Scott; Nicholas Burton; Bo Li Purpose This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the dataset to uncover how official sponsors of the Canadian and Australian...

... brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram. Design/methodology/approach An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand...