{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/108485"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/108485","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Outdoor sports brands’ strategies for building Instagram brand community","abstract":"Over 56% of the world’s population now live with social media (“Digital in 2019,” n.d.). Most direct-to-consumer brands are now using social media as a market tool to communicate with consumers, and the outdoor industry is no exception. Instagram, as the second most popular social networking medium globally, is a popular place to share photos and videos within the online brand community. Most outdoor brands maintain Instagram accounts as a part of their online brand community to interact with followers. This research examines 957 Instagram posts from three leading outdoor sports brands, namely, Arc’teryx, Patagonia, and Salomon via content analysis. The purpose of this study is to investigate post orientations and sports types across the three target brands, and gain insights into their Instagram practices by examining visual elements, textual attributes, and technical factors. Results suggest that outdoor brands with different followers took diverse strategies to build either a transactional or relationship Instagram brand community. Findings from this study offer important implications for researchers as well as practitioners in the domain of social media brand management.","abstract_html":"Over 56% of the world’s population now live with social media (“Digital in 2019,” n.d.). Most direct-to-consumer brands are now using social media as a market tool to communicate with consumers, and the outdoor industry is no exception. Instagram, as the second most popular social networking medium globally, is a popular place to share photos and videos within the online brand community. Most outdoor brands maintain Instagram accounts as a part of their online brand community to interact with followers. This research examines 957 Instagram posts from three leading outdoor sports brands, namely, Arc’teryx, Patagonia, and Salomon via content analysis. The purpose of this study is to investigate post orientations and sports types across the three target brands, and gain insights into their Instagram practices by examining visual elements, textual attributes, and technical factors. Results suggest that outdoor brands with different followers took diverse strategies to build either a transactional or relationship Instagram brand community. Findings from this study offer important implications for researchers as well as practitioners in the domain of social media brand management.","abstract_has_math":false,"creators":["Zhang, Jennifer Shiyue"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Su, Leona Yi-Fan"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2020,"date_issued":"2020-10-07T20:59:50Z","date_published":"2020-10-07T20:59:50Z","updated_at":"2026-07-22T22:24:48Z","subjects":["Online Brand Community","Engagement","Outdoor Sports Brands","Instagram","Content Analysis"],"languages":["en"],"rights":["Copyright 2020 Jennifer Shiyue Zhang"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/108485","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Su, Leona Yi-Fan"]},{"key":"dc:creator","label":"Author","values":["Zhang, Jennifer Shiyue"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2020-10-07T20:59:50Z","2020-07-23","2020-08"]},{"key":"dc:type","label":"Dc Type","values":["text","Thesis"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Online Brand Community","Engagement","Outdoor Sports Brands","Instagram","Content Analysis"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2020 Jennifer Shiyue Zhang"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/108485"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Over 56% of the world’s population now live with social media (“Digital in 2019,” n.d.). Most direct-to-consumer brands are now using social media as a market tool to communicate with consumers, and the outdoor industry is no exception. Instagram, as the second most popular social networking medium globally, is a popular place to share photos and videos within the online brand community. Most outdoor brands maintain Instagram accounts as a part of their online brand community to interact with followers. This research examines 957 Instagram posts from three leading outdoor sports brands, namely, Arc’teryx, Patagonia, and Salomon via content analysis. The purpose of this study is to investigate post orientations and sports types across the three target brands, and gain insights into their Instagram practices by examining visual elements, textual attributes, and technical factors. Results suggest that outdoor brands with different followers took diverse strategies to build either a transactional or relationship Instagram brand community. Findings from this study offer important implications for researchers as well as practitioners in the domain of social media brand management.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2020-10-02 without embargo terms","The student, Jennifer Zhang, accepted the attached license on 2020-07-13 at 14:55.","The student, Jennifer Zhang, submitted this Thesis for approval on 2020-07-14 at 11:39.","This Thesis was approved for publication on 2020-07-23 at 08:44.","DSpace SAF Submission Ingestion Package generated from Vireo submission #15593 on 2020-10-02 at 15:13:14","Made available in DSpace on 2020-10-07T20:59:50Z (GMT). No. of bitstreams: 2 ZHANG-THESIS-2020.pdf: 6042549 bytes, checksum: 220ce9af76920e7e4cfa7935e1f761ef (MD5) LICENSE.txt: 4211 bytes, checksum: 002ebaae4a96370d84b6e399e2310393 (MD5) Previous issue date: 2020-07-23"]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Outdoor sports brands’ strategies for building Instagram brand community"]}]}],"canonical_facts":{"dc:contributor":["Su, Leona Yi-Fan"],"dc:creator":["Zhang, Jennifer Shiyue"],"dc:date":["2020-10-07T20:59:50Z","2020-07-23","2020-08"],"dc:description":["Over 56% of the world’s population now live with social media (“Digital in 2019,” n.d.). Most direct-to-consumer brands are now using social media as a market tool to communicate with consumers, and the outdoor industry is no exception. Instagram, as the second most popular social networking medium globally, is a popular place to share photos and videos within the online brand community. Most outdoor brands maintain Instagram accounts as a part of their online brand community to interact with followers. This research examines 957 Instagram posts from three leading outdoor sports brands, namely, Arc’teryx, Patagonia, and Salomon via content analysis. The purpose of this study is to investigate post orientations and sports types across the three target brands, and gain insights into their Instagram practices by examining visual elements, textual attributes, and technical factors. Results suggest that outdoor brands with different followers took diverse strategies to build either a transactional or relationship Instagram brand community. Findings from this study offer important implications for researchers as well as practitioners in the domain of social media brand management.","Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2020-10-02 without embargo terms","The student, Jennifer Zhang, accepted the attached license on 2020-07-13 at 14:55.","The student, Jennifer Zhang, submitted this Thesis for approval on 2020-07-14 at 11:39.","This Thesis was approved for publication on 2020-07-23 at 08:44.","DSpace SAF Submission Ingestion Package generated from Vireo submission #15593 on 2020-10-02 at 15:13:14","Made available in DSpace on 2020-10-07T20:59:50Z (GMT). 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