An analysis of Instagram as a promotional tool for formula 1 Singapore Grand Prix 2018

• Main Author: Yeo, Teck Li
• Other Authors: Leng Ho Keat
• Format: Final Year Project
• Language: English
• Published: 2019
• Subjects: DRNTU::Social sciences::Journalism::Reporting on sports
• Online Access: http://hdl.handle.net/10356/77107
• Institution: Nanyang Technological University

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.