Instagram as a Marketing Tool in Eliteserien Football Clubs
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 t...
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fttheseus:oai:www.theseus.fi:10024/859865 2024-06-23T07:51:50+00:00 Instagram as a Marketing Tool in Eliteserien Football Clubs Keto, Hugo 2024 http://www.theseus.fi/handle/10024/859865 eng eng Sandefjord Fotball http://www.theseus.fi/handle/10024/859865 URN:NBN:fi:amk-2024052816647 fi=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.|sv=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.|en=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.| fi=Liiketalous hallinto ja markkinointi|sv=Företagsekonomi förvaltning och marknadsföring|en=Business Management Administration and Marketing| social media Instagram marketing football marketing communication media marketing channels football players sports clubs brands Degree Programme in International Business fi=AMK-opinnäytetyö|sv=YH-examensarbete|en=Bachelor's thesis| 2024 fttheseus 2024-06-04T14:53:51Z 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 ... Bachelor Thesis Bodø Bodø Theseus.fi (Open Repository of the Universities of Applied Sciences) Bodø ENVELOPE(14.405,14.405,67.280,67.280) Sandefjord ENVELOPE(74.000,74.000,-69.717,-69.717) Rosenborg ENVELOPE(17.359,17.359,68.295,68.295) |
institution |
Open Polar |
collection |
Theseus.fi (Open Repository of the Universities of Applied Sciences) |
op_collection_id |
fttheseus |
language |
English |
topic |
fi=Liiketalous hallinto ja markkinointi|sv=Företagsekonomi förvaltning och marknadsföring|en=Business Management Administration and Marketing| social media marketing football marketing communication media marketing channels football players sports clubs brands Degree Programme in International Business |
spellingShingle |
fi=Liiketalous hallinto ja markkinointi|sv=Företagsekonomi förvaltning och marknadsföring|en=Business Management Administration and Marketing| social media marketing football marketing communication media marketing channels football players sports clubs brands Degree Programme in International Business Keto, Hugo Instagram as a Marketing Tool in Eliteserien Football Clubs |
topic_facet |
fi=Liiketalous hallinto ja markkinointi|sv=Företagsekonomi förvaltning och marknadsföring|en=Business Management Administration and Marketing| social media marketing football marketing communication media marketing channels football players sports clubs brands Degree Programme in International Business |
description |
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 ... |
format |
Bachelor Thesis |
author |
Keto, Hugo |
author_facet |
Keto, Hugo |
author_sort |
Keto, Hugo |
title |
Instagram as a Marketing Tool in Eliteserien Football Clubs |
title_short |
Instagram as a Marketing Tool in Eliteserien Football Clubs |
title_full |
Instagram as a Marketing Tool in Eliteserien Football Clubs |
title_fullStr |
Instagram as a Marketing Tool in Eliteserien Football Clubs |
title_full_unstemmed |
Instagram as a Marketing Tool in Eliteserien Football Clubs |
title_sort |
instagram as a marketing tool in eliteserien football clubs |
publishDate |
2024 |
url |
http://www.theseus.fi/handle/10024/859865 |
long_lat |
ENVELOPE(14.405,14.405,67.280,67.280) ENVELOPE(74.000,74.000,-69.717,-69.717) ENVELOPE(17.359,17.359,68.295,68.295) |
geographic |
Bodø Sandefjord Rosenborg |
geographic_facet |
Bodø Sandefjord Rosenborg |
genre |
Bodø Bodø |
genre_facet |
Bodø Bodø |
op_relation |
Sandefjord Fotball http://www.theseus.fi/handle/10024/859865 URN:NBN:fi:amk-2024052816647 |
op_rights |
fi=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.|sv=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.|en=All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.| |
_version_ |
1802642962607243264 |