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Communicating brand identity on social media : a case study of the use of Instagram and Twitter for collegiate athletic branding

Author: Brandi Watkins; Jason W Lee
Publisher: London : Human Kinetics, Inc., 2016.
Series: SAGE Knowledge., Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This case study examined how a large university in the southern U.S. incorporated branding strategies into its social-media content. Specifically, the strategies for using text-based social media (Twitter) and visual-based social media (Instagram) to communicate brand identity through brand associations and brand personality were investigated. To do this, the authors conducted a 2-part study. The first, a content  Read more...
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Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Brandi Watkins; Jason W Lee
ISBN: 9781526438232 1526438232
OCLC Number: 1023531436
Notes: Originally published in Watkins, B., & Lee, J. W. (2016). Communicating brand identity on social media: A case study of the use of Instagram and Twitter for collegiate athletic branding. International Journal of Sport Communication, 9(4), 476-498. DOI:.
Description: 1 online resource.
Series Title: SAGE Knowledge., Cases.
Responsibility: Brandi Watkins, Jason W. Lee.

Abstract:

This case study examined how a large university in the southern U.S. incorporated branding strategies into its social-media content. Specifically, the strategies for using text-based social media (Twitter) and visual-based social media (Instagram) to communicate brand identity through brand associations and brand personality were investigated. To do this, the authors conducted a 2-part study. The first, a content analysis of social-media content, revealed how the athletic department communicated the football team's brand identity through brand associations and brand personality. Second, a survey assessed the perceived brand personality of the football program through social-media content to determine external perceptions of the team. Results support the use of Instagram as a branding strategy. Instagram was used more than Twitter to communicate brand associations and brand-personality cues, while survey results indicated that respondents exposed to Instagram content reported higher perceptions of brand personality than those exposed to Twitter content.

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