Thesis
Differentiation strategy running brands: A content analysis of Instagram posts
Washington State University
Master of Arts (MA), Washington State University
05/2020
DOI:
https://doi.org/10.7273/000004098
Handle:
https://hdl.handle.net/2376/124906
Abstract
This study presents a content analysis of Instagram profiles belonging to four running apparel and footwear brands employing broad and focused differentiation competitive strategies (Porter, 1985). Brand posts were evaluated in terms of content origin (i.e., user-generated [UGC] or brand-generated [BGC]), brand emphasis (i.e., overt brand/product focus, subtle brand/product focus, non-brand related) and level of engagement (i.e., likes and comments). A chi-squared test showed that broad differentiation brands Asics and Hoka One One posted significantly more UGC when compared with focused differentiation brands Altra and On (26% v. 19.3%; [chi]2 (1) = 5.2053, p = .023). These results suggest that broad differentiation brands utilize more UGC to target a wider consumer base. Other results revealed that, on average, BGC elicited more likes (6338.67 v. 2325.39; p < 0.001) but UGC elicited more comments (817.78 v. 240.54; p = .005). However, after dividing the number of likes and comments to brand posts by the number of followers for each brand, BGC did not differ significantly from UGC in terms of engagement for likes (p = .344) and comments (p = .593). While these findings present unique insights, anecdotal observations of additional factors (e.g., elite athlete presence, brand solicitation of comments) provide directions for future research on other variables impacting engagement. Additional findings revealed that brands emphasized brand and product features in their posts to a large degree, with 54.6% of content being categorized as overt brand/product focus. This suggests that brands aim to leverage relationships with consumers through presenting the opportunity for greater exposure to brand-related elements. After controlling engagement measures for brand follower count, ANOVA results for BGC posts revealed overt brand/product focus posts received significantly more likes (p < .001) and comments (p = .023) than subtly brand- or product-focused content. In contrast, ANOVA results for UGC revealed insignificant differences across categories for likes (p = .354) and comments (p = .678). Overall, findings suggest that high brand emphasis in Instagram content leads to greater follower engagement, while additional mediating variables may impact engagement levels as well. Brand management and social media specialists may use these findings to supplement their digital communication strategies. However, that what works for one brand may not necessarily work for another. Professionals must be mindful of choosing strategies which fit their brand management framework.
Metrics
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Details
- Title
- Differentiation strategy running brands
- Creators
- Emily G. Weber
- Contributors
- Simon Licen (Advisor) - Washington State University, Department of Educational Leadership, Sport Studies, and Educational/Counseling Psychology
- Awarding Institution
- Washington State University
- Academic Unit
- Department of Educational Leadership, Sport Studies, and Educational/Counseling Psychology
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University
- Identifiers
- 99900890786801842
- Language
- English
- Resource Type
- Thesis