Communicating brand identity on social media [electronic resource] : a case study of the use of Instagram and Twitter for collegiate athletic branding / Brandi Watkins, Jason W. Lee
- Watkins, Brandi
- London : Human Kinetics, Inc., 2016.
- Physical Description:
- 1 online resource
- Additional Creators:
- Lee, Jason W.
- Restrictions on Access:
- License restrictions may limit access.
- 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.
- 9781526438232 (ebook)
- 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:.
- Bibliography Note:
- Includes bibliographical references and index.
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