Instagram 上的体育名人和广告:西班牙品牌赞助案例研究

Maria-Teresa Gordillo-Rodriguez, Joaquín Marín-Montín, Jorge David Fernández Gómez
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引用次数: 0

摘要

目的本文分析了体育名人在广告话语中的应用,旨在了解品牌在Instagram上的商业和企业传播中对体育名人的战略应用。结果结果表明,从战略上讲,这些品牌利用名人代言策略来追求情感目标,并根据用户类型采取不同的立场。同样,这些研究结果表明,他们将独特性作为名人的主要特征,同时也主要利用体育价值,尤其是能力。体育名人所代表的这些价值具有明显的社会性,这意味着他们享有一定程度的公众认可度,而这种认可度会转移到他们为之塑造形象的品牌上。
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Sports celebrities and advertising on Instagram: a case study of brand sponsorship in Spain

Purpose

The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.

Design/methodology/approach

To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.

Findings

The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.

Research limitations/implications

The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.

Originality/value

An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

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