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ADAPTATION OF THE MOTIVATION SCALE FOR ATHLETES’ INSTAGRAM USE TO TURKISH AND EXAMINATION OF ATHLETES’ MOTIVES REGARDING DEMOGRAPHIC CHARACTERISTICS

Year 2022, Volume: 20 Issue: 4, 69 - 84, 31.12.2022
https://doi.org/10.33689/spormetre.1085104

Abstract

The popularity of the Instagram application has a serious potential for brand development for athletes. Athletes gain great potential in the phase of branding when they use the Instagram application successfully. Therefore, the aim of this study was to make an adaptation of the motivation scale for athletes’ Instagram use to Turkish for understanding their motives to use Instagram and analyzing the determinants in terms of gender, age, educational status, frequency of Instagram use, type, and level of the sport. Within the research framework, a total of 208 athletes from different sports branches of sports clubs in Turkey participated in our study. Data collection was carried out via adapting the Instagram Motivation Scale developed by Sheldon and Bryant (2016) and a questionnaire was included based on the respondents ‘demographic characteristics. Apart from the validity and reliability analysis of the scale, T-Test and One-Way Variance (ANOVA) analysis were used to evaluate the collected data. According to the findings of the research, which were obtained via adapting the motivation scale for using Instagram to the context of Turkey, the scale is a valid and reliable measurement tool. Gender, age, education level, sportive branch level, and frequency of Instagram use were the factors that influenced the athletes’ motivation to use the application. This research will help athletes manage their social media brands efficiently in the future by focusing on identifying the motivations that draw the attention of athletes to the Instagram application.

References

  • Abdourazakou, Y., Deng, X. N., Abeza, G. (2020). Social media usage during live sport consumption: generation gap and gender differences among season ticket holders. International Journal of Sport Communication, 13(4), 696-718. doi: https://doi.org/10.1123/ijsc.2020-0021
  • Abeza, G., Seguin, B., O'Reilly, N., Nzindukiyimana, O. (2017). Social media as a relationship marketing tool in professional sport: a netnographical exploration. International Journal of Sport Communication, 10(3). doi: https://doi.org/10.1123/ijsc.2017-0041
  • Aktan, E. (2018). Instagram Kullanıcılarının Kullanım Motivasyonları ve Instagram Takip Davranışlarının İncelenmesi. AJIT-e: Academic Journal of Information Technology, 9(33), 127-146. doi: https://doi.org/10.5824/1309-1581.2018.3.008.x
  • Anagnostopoulos, C., Parganas, P., Chadwick, S., Fenton, A. (2018). Branding in pictures: using ınstagram as a brand management tool in professional team sport organisations. European Sport Management Quarterly, 18(4), 413-438. doi: https://doi.org/10.1080/16184742.2017.1410202
  • Bacanlı, H. (2014). Sosyal Beceri Eğitimi. Ankara: Pegem Akademi.
  • Balcı, Ş., Bal, E., Delal, Ö. (2019). Instagram kullanım alışkanlıkları ve motivasyonları ile narsisizm arasındaki ilişki üzerine bir inceleme: Selçuk Üniversitesi öğrencileri örneği. Erciyes İletişim Dergisi, 6(2), 955-974. doi: https://doi.org/10.17680/erciyesiletisim.543430
  • Bentler, P. M., Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588. doi: https://doi.org/10.1037/0033-2909.88.3.588
  • Brodmerkel, S., Carah, N. (2016). Brand Machines, Sensory Media and Calculative Culture. Springer.
  • Bodaghi, A., Oliveira, J. (2022). A longitudinal analysis on Instagram characteristics of Olympic champions. Social Network Analysis and Mining, 12(1), 1-18. doi: https://doi.org/10.1007/s13278-021-00838-9
  • Coles, L. (2014). Marketing with Social Media: 10 Easy Steps to Success for Business. John Wiley & Sons.
  • Cudeck, R. (1993). Of assessing model fit. Testing Structural Equation Models, 154, 136.
  • Davies, J. (2017), Female Instagram Users Get 5x More Likes Than Men, Digital Marketing Magazine. Access Address: https://digitalmarketingmagazine.co.uk/social-media-marketing/female-instagram-users-get-5x-more-likes-than-men/4209 (Access Date: 08.12.2021).
  • Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5-6), 375-399. doi: https://doi.org/10.1080/0267257X.2017.1302975
  • Diker, E., Gencer, Z. T. (2019). Akademisyenlerin Instagram kullanım alışkanlıkları üzerine bir araştırma. AJIT-e: Bilişim Teknolojileri Online Dergisi, 10(38), 155-174. doi: https://doi.org/10.5824/1309-1581.2019.3.007.x
  • Doyle, J. P., Su, Y., Kunkel, T. (2020). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 1-21.
  • Geurin-Eagleman, A. N., Burch, L. M. (2016). Communicating via photographs: a gendered analysis of olympic athletes’ visual self-presentation on ınstagram. Sport Management Review, 19(2), 133-145. doi: https://doi.org/10.1016/j.smr.2015.03.002
  • Gönkek, P. (2019). Profesyonel sporcuların Instagram uygulamasındaki görsel benlik sunumlarının analizi [An analysis of professional athlete’s visual self-presentations on Instagram applicaiton] (Unpublished master’s thesis) Ege University, İzmir. In Turkish with English abstract
  • Green, M. R. (2016). The impact of social networks in the development of a personal sports brand. Sport, Business and Management: An International Journal. doi: https://doi.org/10.1108/SBM-09-2015-0032
  • Gupta, Y., Agarwal, S., Singh, P. B. (2020). To study the impact of instafamous celebrities on consumer buying behavior. Academy of Marketing Studies Journal, 24(2), 1-13.
  • Hu, L. T., Bentler, P. M. (1999). Cut off criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. doi: https://doi.org/10.1080/10705519909540118
  • Johnson, L. M., Choi, K. H., Kim, E., Pitts, B. G., Zhang, J. J. (2019). Globalized sport management in diverse cultural contexts: an introduction. Globalized Sport Management in Diverse Cultural Contexts, 1-26. doi:
  • Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3. Baskı). New York, NY: Guilford.
  • Lebel, K., Danylchuk, K. (2014). Facing off on Twitter: A generation y interpretation of professional athlete profile pictures. International Journal of Sport Communication, 7(3), 317-336. doi: https://doi.org/10.1123/IJSC.2014-0004
  • Lee, E., Lee, J. A., Moon, J. H., Sung, Y. (2015). Pictures speak louder than words: motivations for using Instagram. Cyberpsychology, Behavior, and Social Networking, 18(9), 552-556. doi: https://doi.org/10.1089/cyber.2015.0157
  • Li, B., Scott, O. K., Naraine, M. L., Ruihley, B. J. (2021). Tell me a story: exploring elite female athletes’ self-presentation via an analysis of Instagram stories. Journal of Interactive Advertising, 21(2), 108-120. doi: https://doi.org/10.1080/15252019.2020.1837038
  • Lindahl, G., Öhlund, M. (2013). Personal branding throughımagification in social media: ıdentity creation and alteration through ımages. Digitala Vetenskapliga Arkivet. Retrieved from: http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-98967</div>
  • Markivska, L. L., Siruk, N. M., Durmanenko, O. L., Redchuk, R. O., Tarasyuk, L. M. (2020). Modern society challenges: youth communication in Instagram. International Journal of Criminology and Sociology, 9, 3124-3133. doi: https://doi.org/10.6000/1929-4409.2020.09.379
  • Miller, D., Sinanan, J., Wang, X., McDonald, T., Haynes, N., Costa, E., ... , Nicolescu, R. (2016). How the World Changed Social Media (p. 286). UCL Press.
  • Pegoraro, A., Comeau, G. S, Frederick, E. L. (2018). # SheBelieves: the use of Instagram to frame the US women’s soccer team during# FIFAWWC. Sport in Society, 21(7), 1063-1077. doi: https://doi.org/10.1080/17430437.2017.1310198
  • Rhee, L., Bayer, J. B., Lee, D. S., Kuru, O. (2021). Social by definition: how users define social platforms and why it matters. Telematics and Informatics, 59, 101538. doi: https://doi.org/10.1016/j.tele.2020.101538
  • Romney, M., & Johnson, R. G. (2020). Show me a story: narrative, image, and audience engagement on sports network Instagram accounts. Information, Communication & Society, 23(1), 94-109. doi: https://doi.org/10.1080/1369118X.2018.1486868
  • Santos, T. O., Correia, A., Biscaia, R., Pegoraro, A. (2019). Examining fan engagement through social networking sites. International Journal of Sports Marketing and Sponsorship. doi: https://doi.org/ 10.1108/IJSMS-05-2016-0020
  • Schermelleh-Engel, K., Moosbrugger, H, Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74. doi:
  • Sheldon, P., Bryant, K. (2016). Instagram: motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89-97. doi: https://doi.org/10.1016/j.chb.2015.12.059
  • Slavich, M. A., O'Hallarn, B., Morehead, C. A. (2018). “We smoked a gator!”: an exploration of college football fans’ Instagramming of food. Journal of Intercollegiate Sport, 11(1). doi: https://doi.org/ 10.1123/jis.2017-0026
  • Su, Y., Baker, B., Doyle, J. P., & Kunkel, T. (2020). Rise of an athlete brand: Factors influencing the social media following of athletes. Faculty/Researcher Works. Sport Marketing Quarterly, 29, 33-46. doi: https://doi.org/10.32731/SMQ.291.302020.03
  • We are social (2020), Digital in 2020. Retrieved form: https://wearesocial. com/digital-2020. (Access: February 8,2021).
  • Weber, S., Olsen, M., Martiny, S. E. (2022). Effects of instagram sports posts on the athletic motivation of female elite athletes: Do they inspire or backfire?. Psychology of Sport and Exercise, 58, 102080. doi: https://doi.org/10.1016/j.psychsport.2021.102080
  • South Asia’s Leading Multimedia News Agency. (2018), Are men more curious than women?. Retrieved from: https://www.aninews.in/news/lifestyle/are-men-more-curious-than-women201809282224070001/ (Access: 19.01.2022).
  • Statista (2020), Frequency of Instagram use in the United States as of 3rd quarter 2020. Retrieved from: https://www.statista.com/statistics/308152/us-instagram-usage-frequency/. (Access: September 24, 2021)
  • Statista (2021), Distribution of Instagram users worldwide as of october 2021, by age and gender. Retrieved from: https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/. (Access: October 11, 2021)
  • Tannen, D. (1994). Gender and Discourse. Oxford University Press.
  • Tiggemann, M., Hayden, S., Brown, Z., Veldhuis, J. (2018). The effect of Instagram “likes” on women’s social comparison and body dissatisfaction. Body image, 26, 90-97. doi: https://doi.org/10.1016/j.bodyim.2018.07.002
  • Toffoletti, K., Thorpe, H. (2018). The athletic labour of femininity: the branding and consumption of global celebrity sportswomen on Instagram. Journal of Consumer Culture, 18(2), 298-316. doi: https://doi.org/10.1177/1469540517747068
  • Toffoletti, K., Pegoraro, A., Comeau, G. S. (2021). Self-representations of women’s sport fandom on Instagram at the 2015 Fıfa women’s world cup. Communication & Sport, 9(5), 695-717. doi: https://doi.org/10.1177/2167479519893332
  • Van Driel, L., Dumitrica, D. (2021). Selling brands while staying “authentic”: the professionalization of Instagram influencers. Convergence, 27(1), 66-84. doi: https://doi.org/10.1177/1354856520902136
  • Watkins, B., Lee, J. W. (2016). Communicating brand identity on social media: a case study of the use of Instagram and Twitter for collegiate athletic branding. International Journal of Sport Communication, 9(4), 476-498. doi: https://doi.org/10.1123/IJSC.2016-0073

ADAPTATION OF THE MOTIVATION SCALE FOR ATHLETES’ INSTAGRAM USE TO TURKISH AND EXAMINATION OF ATHLETES’ MOTIVES REGARDING DEMOGRAPHIC CHARACTERISTICS

Year 2022, Volume: 20 Issue: 4, 69 - 84, 31.12.2022
https://doi.org/10.33689/spormetre.1085104

Abstract

The popularity of the Instagram application has a serious potential for brand development for athletes. Athletes gain great potential in the phase of branding when they use the Instagram application successfully. Therefore, the aim of this study was to make an adaptation of the motivation scale for athletes’ Instagram use to Turkish for understanding their motives to use Instagram and analyzing the determinants in terms of gender, age, educational status, frequency of Instagram use, type, and level of the sport. Within the research framework, a total of 208 athletes from different sports branches of sports clubs in Turkey participated in our study. Data collection was carried out via adapting the Instagram Motivation Scale developed by Sheldon and Bryant (2016) and a questionnaire was included based on the respondents ‘demographic characteristics. Apart from the validity and reliability analysis of the scale, T-Test and One-Way Variance (ANOVA) analysis were used to evaluate the collected data. According to the findings of the research, which were obtained via adapting the motivation scale for using Instagram to the context of Turkey, the scale is a valid and reliable measurement tool. Gender, age, education level, sportive branch level, and frequency of Instagram use were the factors that influenced the athletes’ motivation to use the application. This research will help athletes manage their social media brands efficiently in the future by focusing on identifying the motivations that draw the attention of athletes to the Instagram application.

References

  • Abdourazakou, Y., Deng, X. N., Abeza, G. (2020). Social media usage during live sport consumption: generation gap and gender differences among season ticket holders. International Journal of Sport Communication, 13(4), 696-718. doi: https://doi.org/10.1123/ijsc.2020-0021
  • Abeza, G., Seguin, B., O'Reilly, N., Nzindukiyimana, O. (2017). Social media as a relationship marketing tool in professional sport: a netnographical exploration. International Journal of Sport Communication, 10(3). doi: https://doi.org/10.1123/ijsc.2017-0041
  • Aktan, E. (2018). Instagram Kullanıcılarının Kullanım Motivasyonları ve Instagram Takip Davranışlarının İncelenmesi. AJIT-e: Academic Journal of Information Technology, 9(33), 127-146. doi: https://doi.org/10.5824/1309-1581.2018.3.008.x
  • Anagnostopoulos, C., Parganas, P., Chadwick, S., Fenton, A. (2018). Branding in pictures: using ınstagram as a brand management tool in professional team sport organisations. European Sport Management Quarterly, 18(4), 413-438. doi: https://doi.org/10.1080/16184742.2017.1410202
  • Bacanlı, H. (2014). Sosyal Beceri Eğitimi. Ankara: Pegem Akademi.
  • Balcı, Ş., Bal, E., Delal, Ö. (2019). Instagram kullanım alışkanlıkları ve motivasyonları ile narsisizm arasındaki ilişki üzerine bir inceleme: Selçuk Üniversitesi öğrencileri örneği. Erciyes İletişim Dergisi, 6(2), 955-974. doi: https://doi.org/10.17680/erciyesiletisim.543430
  • Bentler, P. M., Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588. doi: https://doi.org/10.1037/0033-2909.88.3.588
  • Brodmerkel, S., Carah, N. (2016). Brand Machines, Sensory Media and Calculative Culture. Springer.
  • Bodaghi, A., Oliveira, J. (2022). A longitudinal analysis on Instagram characteristics of Olympic champions. Social Network Analysis and Mining, 12(1), 1-18. doi: https://doi.org/10.1007/s13278-021-00838-9
  • Coles, L. (2014). Marketing with Social Media: 10 Easy Steps to Success for Business. John Wiley & Sons.
  • Cudeck, R. (1993). Of assessing model fit. Testing Structural Equation Models, 154, 136.
  • Davies, J. (2017), Female Instagram Users Get 5x More Likes Than Men, Digital Marketing Magazine. Access Address: https://digitalmarketingmagazine.co.uk/social-media-marketing/female-instagram-users-get-5x-more-likes-than-men/4209 (Access Date: 08.12.2021).
  • Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5-6), 375-399. doi: https://doi.org/10.1080/0267257X.2017.1302975
  • Diker, E., Gencer, Z. T. (2019). Akademisyenlerin Instagram kullanım alışkanlıkları üzerine bir araştırma. AJIT-e: Bilişim Teknolojileri Online Dergisi, 10(38), 155-174. doi: https://doi.org/10.5824/1309-1581.2019.3.007.x
  • Doyle, J. P., Su, Y., Kunkel, T. (2020). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 1-21.
  • Geurin-Eagleman, A. N., Burch, L. M. (2016). Communicating via photographs: a gendered analysis of olympic athletes’ visual self-presentation on ınstagram. Sport Management Review, 19(2), 133-145. doi: https://doi.org/10.1016/j.smr.2015.03.002
  • Gönkek, P. (2019). Profesyonel sporcuların Instagram uygulamasındaki görsel benlik sunumlarının analizi [An analysis of professional athlete’s visual self-presentations on Instagram applicaiton] (Unpublished master’s thesis) Ege University, İzmir. In Turkish with English abstract
  • Green, M. R. (2016). The impact of social networks in the development of a personal sports brand. Sport, Business and Management: An International Journal. doi: https://doi.org/10.1108/SBM-09-2015-0032
  • Gupta, Y., Agarwal, S., Singh, P. B. (2020). To study the impact of instafamous celebrities on consumer buying behavior. Academy of Marketing Studies Journal, 24(2), 1-13.
  • Hu, L. T., Bentler, P. M. (1999). Cut off criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. doi: https://doi.org/10.1080/10705519909540118
  • Johnson, L. M., Choi, K. H., Kim, E., Pitts, B. G., Zhang, J. J. (2019). Globalized sport management in diverse cultural contexts: an introduction. Globalized Sport Management in Diverse Cultural Contexts, 1-26. doi:
  • Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3. Baskı). New York, NY: Guilford.
  • Lebel, K., Danylchuk, K. (2014). Facing off on Twitter: A generation y interpretation of professional athlete profile pictures. International Journal of Sport Communication, 7(3), 317-336. doi: https://doi.org/10.1123/IJSC.2014-0004
  • Lee, E., Lee, J. A., Moon, J. H., Sung, Y. (2015). Pictures speak louder than words: motivations for using Instagram. Cyberpsychology, Behavior, and Social Networking, 18(9), 552-556. doi: https://doi.org/10.1089/cyber.2015.0157
  • Li, B., Scott, O. K., Naraine, M. L., Ruihley, B. J. (2021). Tell me a story: exploring elite female athletes’ self-presentation via an analysis of Instagram stories. Journal of Interactive Advertising, 21(2), 108-120. doi: https://doi.org/10.1080/15252019.2020.1837038
  • Lindahl, G., Öhlund, M. (2013). Personal branding throughımagification in social media: ıdentity creation and alteration through ımages. Digitala Vetenskapliga Arkivet. Retrieved from: http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-98967</div>
  • Markivska, L. L., Siruk, N. M., Durmanenko, O. L., Redchuk, R. O., Tarasyuk, L. M. (2020). Modern society challenges: youth communication in Instagram. International Journal of Criminology and Sociology, 9, 3124-3133. doi: https://doi.org/10.6000/1929-4409.2020.09.379
  • Miller, D., Sinanan, J., Wang, X., McDonald, T., Haynes, N., Costa, E., ... , Nicolescu, R. (2016). How the World Changed Social Media (p. 286). UCL Press.
  • Pegoraro, A., Comeau, G. S, Frederick, E. L. (2018). # SheBelieves: the use of Instagram to frame the US women’s soccer team during# FIFAWWC. Sport in Society, 21(7), 1063-1077. doi: https://doi.org/10.1080/17430437.2017.1310198
  • Rhee, L., Bayer, J. B., Lee, D. S., Kuru, O. (2021). Social by definition: how users define social platforms and why it matters. Telematics and Informatics, 59, 101538. doi: https://doi.org/10.1016/j.tele.2020.101538
  • Romney, M., & Johnson, R. G. (2020). Show me a story: narrative, image, and audience engagement on sports network Instagram accounts. Information, Communication & Society, 23(1), 94-109. doi: https://doi.org/10.1080/1369118X.2018.1486868
  • Santos, T. O., Correia, A., Biscaia, R., Pegoraro, A. (2019). Examining fan engagement through social networking sites. International Journal of Sports Marketing and Sponsorship. doi: https://doi.org/ 10.1108/IJSMS-05-2016-0020
  • Schermelleh-Engel, K., Moosbrugger, H, Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74. doi:
  • Sheldon, P., Bryant, K. (2016). Instagram: motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89-97. doi: https://doi.org/10.1016/j.chb.2015.12.059
  • Slavich, M. A., O'Hallarn, B., Morehead, C. A. (2018). “We smoked a gator!”: an exploration of college football fans’ Instagramming of food. Journal of Intercollegiate Sport, 11(1). doi: https://doi.org/ 10.1123/jis.2017-0026
  • Su, Y., Baker, B., Doyle, J. P., & Kunkel, T. (2020). Rise of an athlete brand: Factors influencing the social media following of athletes. Faculty/Researcher Works. Sport Marketing Quarterly, 29, 33-46. doi: https://doi.org/10.32731/SMQ.291.302020.03
  • We are social (2020), Digital in 2020. Retrieved form: https://wearesocial. com/digital-2020. (Access: February 8,2021).
  • Weber, S., Olsen, M., Martiny, S. E. (2022). Effects of instagram sports posts on the athletic motivation of female elite athletes: Do they inspire or backfire?. Psychology of Sport and Exercise, 58, 102080. doi: https://doi.org/10.1016/j.psychsport.2021.102080
  • South Asia’s Leading Multimedia News Agency. (2018), Are men more curious than women?. Retrieved from: https://www.aninews.in/news/lifestyle/are-men-more-curious-than-women201809282224070001/ (Access: 19.01.2022).
  • Statista (2020), Frequency of Instagram use in the United States as of 3rd quarter 2020. Retrieved from: https://www.statista.com/statistics/308152/us-instagram-usage-frequency/. (Access: September 24, 2021)
  • Statista (2021), Distribution of Instagram users worldwide as of october 2021, by age and gender. Retrieved from: https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/. (Access: October 11, 2021)
  • Tannen, D. (1994). Gender and Discourse. Oxford University Press.
  • Tiggemann, M., Hayden, S., Brown, Z., Veldhuis, J. (2018). The effect of Instagram “likes” on women’s social comparison and body dissatisfaction. Body image, 26, 90-97. doi: https://doi.org/10.1016/j.bodyim.2018.07.002
  • Toffoletti, K., Thorpe, H. (2018). The athletic labour of femininity: the branding and consumption of global celebrity sportswomen on Instagram. Journal of Consumer Culture, 18(2), 298-316. doi: https://doi.org/10.1177/1469540517747068
  • Toffoletti, K., Pegoraro, A., Comeau, G. S. (2021). Self-representations of women’s sport fandom on Instagram at the 2015 Fıfa women’s world cup. Communication & Sport, 9(5), 695-717. doi: https://doi.org/10.1177/2167479519893332
  • Van Driel, L., Dumitrica, D. (2021). Selling brands while staying “authentic”: the professionalization of Instagram influencers. Convergence, 27(1), 66-84. doi: https://doi.org/10.1177/1354856520902136
  • Watkins, B., Lee, J. W. (2016). Communicating brand identity on social media: a case study of the use of Instagram and Twitter for collegiate athletic branding. International Journal of Sport Communication, 9(4), 476-498. doi: https://doi.org/10.1123/IJSC.2016-0073
There are 47 citations in total.

Details

Primary Language English
Subjects Sports Medicine
Journal Section Research Article
Authors

Pelin Gönkek 0000-0001-9123-4440

Ahmet Köksal 0000-0002-3777-6609

R. Timuçin Gençer 0000-0003-0159-2610

Early Pub Date December 26, 2022
Publication Date December 31, 2022
Published in Issue Year 2022 Volume: 20 Issue: 4

Cite

APA Gönkek, P., Köksal, A., & Gençer, R. T. (2022). ADAPTATION OF THE MOTIVATION SCALE FOR ATHLETES’ INSTAGRAM USE TO TURKISH AND EXAMINATION OF ATHLETES’ MOTIVES REGARDING DEMOGRAPHIC CHARACTERISTICS. SPORMETRE Beden Eğitimi Ve Spor Bilimleri Dergisi, 20(4), 69-84. https://doi.org/10.33689/spormetre.1085104

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