Social Media Commons^™

Instagram Engagement: Comparing Sportswear Companies To Running Brands, Christian Schaaf

Communications: Student Scholarship & Creative Works

Achieving an engaged social media presence is a crucial task for sports organizations in today’s expanding digital realm. “Instagram Engagement: Comparing Mainstream Sports Brands to Running Brands” explores the evolution of the sports-media relationship and specifically analyzes the engagement rates and types of content posted throughout five sportswear and running organizations’ Instagram accounts. 393 posts were analyzed and classified into three categories: metacommunicative, conceptual, and narrative (Kress & van Leeuwen, 2006; Romney & Johnson, 2018). Overall, sportswear companies posted the most narrative images while running brands shared the greatest number of conceptual images. Significant difference was discovered between the number …