Brand management in a niche sport: A case study of an LPGA golfer's use of Instagram

Document Type

Article

Publication Title

Global Sport Business Journal

Department

Health, Exercise, and Sport Sciences Department

ISSN

2333-2107

Volume

5

Issue

1

First Page

1

Last Page

22

Publication Date

2017

Abstract

As professional niche sports do not inherently come with the mass media appeal of the more prominent sport leagues, they are habitually tasked with finding unique ways to extend brand awareness and generate consumer interest. The purpose of this case study was to examine a year’s worth of a Ladies Professional Golf Association golfer’s (i.e., Natalie Gulbis) Instagram posts as they relate to brand management. A total of 400 photos and their captions were analyzed inductively, which resulted in the emergence of three primary categories (athletic expertise, community outreach, and travel) with six subsequent themes. Photos were also tagged as being either golf (n = 219) or non-golf related (n = 181). These themes are discussed as they relate to Gulbis’ brand management, as well as the impact her posts could have on the LPGA, sponsors, and other niche sport participants.

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