The Detroit Pistons, a premier franchise in the National Basketball Association (NBA), have effectively harnessed the power of social media to engage with a global fanbase, with TikTok emerging as an important […]
Motivation, ability, and trigger to promote a desired behaviour on Instagram: A Celtic FC snapshot
This blog post follows on the article «Juventus FC brand content on Facebook designed for heuristics» and discusses how motivation, ability, and trigger need to unfold in a logical way to promote […]
The 3 levels of emotionality of a picture: An Instagram example
Today, we will discuss the 3 levels of emotionality of a perfectly branded Instagram photo. I mentioned the subject of this post, an Instagram photo of Leonardo Bonucci, already two years ago […]
The 8 factors that constitute the meaning of a photo: A Borussia Mönchengladbach Instagram example
As the old adage goes, ‘A picture is worth a thousand words,’ and in today’s interconnected marketing environment it might be worth even more than that. Sharing photos with friends and strangers […]
Comparison of Stewardship Efforts on Instagram between Manchester City FC and Juventus FC
Sport clubs have been realising that building sustainable relationships with their stakeholders is a crucial step towards strengthening their brand. Abosag et al. (2012:1234) mention Calkins (2003), who proposes that branding has […]
Complementary and competitive social media platform consumption: A football brand example with Borussia Dortmund
In the Routledge Handbook of Sport and New Media edited by Andrew C. Billings and Marie Hardin, Walter Gantz and Nicky Lewis address fanship differences between traditional and newer media and explain, […]