| Summary: | Social media has grown to become a constant part of people’s everyday lives. It is utilised by individuals and organisations to connect and communicate with counterparts in an effective and effortless way. Within this study, the use of Instagram as a marketing tool in Eliteserien football clubs is the subject of research, with the teams Rosenborg BK, FK Bodø/Glimt and Sandefjord Fotball being observed and analysed. The aim of the research is for the author to examine the activity on Instagram conducted by the teams, and with this, recognise development areas for the commissioning company Sandefjord Fotball, for them to advance their use of Instagram as a marketing communications tool. Various aspects on the creation of engagement, concerning current and potential customers through Instagram, are of high interest within the research. Prior to the research period, a variety of literature was gathered and reviewed regarding social media communications within football clubs. Additionally, characteristics on the motives and behaviours concerning supporter engagement towards football clubs on social media was assessed, along with the current sports marketing trends and theories related to the topic. The research was completed in a qualitative manor, with the author applying observation and content analysis as the research methods of choice. Data was collected from the chosen team’s Instagram accounts during a period of ten days, with 132 pieces of content being analysed. Based on the research, results of the similarities and differences concerning strategies between the three football clubs were noted, with Rosenborg BK and FK Bodø/Glimt operating in a comparable manor. Positive variety and frequency of content, along with the use of engagement tools were noticed among these clubs. On the other hand, Sandefjord Fotball was perceived to use Instagram in a less strategic way. Subsequently, being less effective in creating and maintaining engagement towards the club. However, through this research, development ...
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