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Title: An analysis of Instagram as a promotional tool for formula 1 Singapore Grand Prix 2018
Authors: Yeo, Teck Li
Keywords: DRNTU::Social sciences::Journalism::Reporting on sports
Issue Date: 2019
Abstract: Background: Instagram serves as a unique platform for storytelling due to its multi- functionality. In recent years, sport event organisers have since tapped on the potential of social media following to advertise and market themselves on top of traditional media (Dean Carroll, 2018). Purpose: This study seeks to examine Singapore Grand Prix’s Instagram post and determine if there is a significant change in the nature of posts, pre, during and post the Formula 1 2018 Singapore Airlines Singapore Grand Prix. Methods: Through content analysis, each selected post from Formula 1 Singapore Grand Prix’s official account was analysed as a whole, based on the visual used and its accompanying caption. A total of 165 posts were selected from 2 time periods, the first being three months pre event and the second period being during the event and 3 months post event. Posts were categorised using the Four Identified Roles of Storytelling by Laurell and Söderman (2018): 1) Combination of contents, 2) Relational, 3) Communication and 4) Marketing. Results: A Chi-square test for independence was conducted to check for an association between period posted and nature of posts. A significant association between period published and nature of posts was observed, χ2 (1, n = 165) = 12.355, p = .006, φc = .274. This meant that there was a change in nature of posts published pre event and during and post event. Conclusion: Marketing strategies can be implemented by sport event organisers, through the strategic change in nature of posts published, to attract and retain patrons of sporting events year on year.
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:SSM Student Reports (FYP/IA/PA/PI)

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