危机中的社交媒体管理:对 COVID-19 大流行之前和期间 Instagram 帖子的内容分析

IF 2 4区 管理学 Q3 BUSINESS
Heather Kennedy, N. Bredikhina, Grace Athanas-Linden, Thilo Kunkel, Daniel Funk
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引用次数: 0

摘要

研究体育组织社交媒体内容从疫情前到疫情期间的变化,可以深入了解危机期间的数字品牌。利用基于消费者的品牌资产以及背景、内容和流程框架,我们研究了两个体育组织在不同季节阶段封锁期间对Instagram上的品牌形象描绘和相应的消费者参与度所做的调整。结果突出了美国国家篮球协会(NBA)在面临核心产品流失的情况下如何利用基于需求的调整,而美国国家橄榄球联盟(NFL)则展示了基于机会的调整。对消费者反应的分析衡量了这两种方法的有效性,发现NFL能够提高用户粘性,而NBA的用户粘性却在下降。进一步的调查发现,自疫情以来,NBA仍然受到参与度下降的困扰,这凸显了在危机期间适当和有效的数字品牌的重要性。在帮助填补体育组织如何在非正常情况下运作的知识匮乏的同时,这项研究提高了我们对危机期间如何管理社交媒体内容的理解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Managing Social Media Through Crisis: A Content Analysis of Instagram Posts Before and During the COVID-19 Pandemic
Examining shifts in sport organizations’ social media content from before to during the pandemic-induced stoppage of play provides insight into digital branding during crises. Drawing on consumer-based brand equity and the context, content, and process framework, we examined adjustments made to brand image portrayal on Instagram and corresponding consumer engagement during the lockdown for two sport organizations at different seasonality stages. Results highlight how the National Basketball Association (NBA), facing the loss of their core product, utilized a need-based adjustment, while the National Football League (NFL) exhibited an opportunity-based adjustment. Analyses of consumer responses gauged the effectiveness of these two approaches, finding that the NFL was able to increase engagement, while the NBA suffered from declining engagement. Further investigation found that the NBA is still plagued by declined engagement since the pandemic, underscoring the importance of appropriate and effective digital branding during a crisis. While helping to fill the dearth of knowledge on how sport organizations operate under conditions outside of normalcy, this research improves our understanding of how social media content is managed during a crisis.
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来源期刊
自引率
13.30%
发文量
21
期刊介绍: Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.
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