IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-05845960.html

Instagram Users' Motives of Social Media Engagement with Female Athletes

Author

Listed:
  • Helmi Issa

    (BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne, CEREN - Centre de Recherche sur les Entreprises - BSB - Burgundy School of Business (BSB) - ESC Dijon-Bourgogne)

  • Roy Dakroub
  • Bernadett Koles
  • Jens Blumrodt

Abstract

The rise of women's sports has attracted a growing number of fans, and Instagram has emerged as the most popular platform for sports enthusiasts. To better understand the reasons why fans engage with female athletes on Instagram, this study employed empirical survey data collected from 246 international sports consumers at EXPO 2021. The study used structural equation modeling to test its hypotheses and found that factors such as fandom, entertainment, social media popularity, and physical attraction were strong predictors of engagement with female athletes, whereas information played a negligible role. By understanding the factors that drive fans to engage with female athletes on Instagram, social media agencies can tailor their marketing strategies to maximize engagement and conversion rates. Female athletes themselves can also use this knowledge to better promote themselves on social media and connect with fans in a more effective and meaningful way.

Suggested Citation

  • Helmi Issa & Roy Dakroub & Bernadett Koles & Jens Blumrodt, 2023. "Instagram Users' Motives of Social Media Engagement with Female Athletes," Post-Print hal-05845960, HAL.
    • Handle: RePEc:hal:journl:hal-05845960
    DOI: 10.18848/2152-7857/CGP/v14i02/173-199
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-05845960. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.