Extracting Retrospective Information through the Public Sharing of Female Golfers' Contributions in a Digital Environment: An Analytical Perspective of Their Impact on Shaping Golf Communities

Malíčková Lucia ()
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Malíčková Lucia: University of Economics in Bratislava, Slovak Republic

Proceedings of the International Conference on Business Excellence, 2024, vol. 18, issue 1, 1734-1743

Abstract: Social media are an integrated part of everyday life. They are creating a new paradigm of information consumption. The era of popularity of searching for information in large texts is irreversibly gone. The current model of communication and information distribution favours visual content. One of the major social media platforms that specializes in expressive visual content is Instagram. The essence of a communication idea is effectively rendered in a unique image. Thus, it becomes a key tool for the transmission of communication. In the above technical paper, we present empirical data that investigate the impact of Instagram posts of three professional women golfers during the calendar year 2022. The first one is the most followed golfer on social networks, the second one ranks among the current best professional golfers and the third one holds the position of the president of the Slovak Ladies Golf Association. These prominent figures in golf create a significant impact on the social opinion of the sport. The central aim of the present study is to comprehensively understand how certain types of visual content, also created through AI, elicit maximum audience engagement on social media. We present the results in the context of correlating the influence of different factors on the level of viewer interaction. The value is expressed through the number of likes awarded and the size of the membership base of the affected accounts.

Keywords: sports marketing; influencer; golf; social network; Instagram; AI (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:18:y:2024:i:1:p:1734-1743:n:1023

DOI: 10.2478/picbe-2024-0145

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