Introduction: The purpose of the current research was to identify and prioritize the evaluation indicators of Instagram pages of Iranian sports brands.
Materials and Methods: This research was applied in terms of purpose, which was done with a mixed exploratory method. The statistical population of the research was active management professors in the field of social media, marketing, brand and business in Iran, designers and managers of popular Instagram pages and designers of sports brands. The sampling method in the qualitative and structural interpretive part was purposeful, in total 11 interviews were conducted and 18 people responded to the interpretive structural questionnaire. Finally, in the quantitative section, 110 questionnaires were distributed using available sampling method. In the qualitative part, thematic analysis method and open, central and selective coding methods were used. The information obtained from the interpretative structural matrix questionnaire was analyzed using Excel software. Finally, the sample t-test was used to determine the current status of sports brand pages on Instagram.
Results: The results of coding showed that out of 33 codes obtained, 7 main concepts for evaluating Instagram pages of sports brands include content, visits, interactions and participation, sharing, followers, advertisements and information. The findings of interpretative structural modeling showed that there is a difference between the evaluation indices of Instagram pages of sports brands in terms of priority and leveling. It is on the first level of information. Advertisements are on the second level, and sharing, content and followers are on the third level of the model, where the direction of their connection is indicated by arrow lines. Finally, it is at the fourth level of visits, interactions and participation. Finally, the findings of the sample t-test showed that there is a significant difference between the average score of all indicators except for information and the average standard, and it indicates the appropriate statistical status of these components.
Conclusion: Finally, the research findings were discussed, and in general, sports brands should produce attractive content to increase Instagram sharing. In the first place, content must be produced that compels users to share it. In the field of sports brands, producing good content should be prioritized. Without attractive posts, even if many users visit the page, the desired result will not be achieved. |
