스포츠 브랜드의 인스타그램 로컬 계정 콘텐츠에 나타나는 메시지 전략 연구

초록

Recently, the fashion industry is actively utilizing the instant messages that can easily convey messages by using photos, videos, and texts. In particular, it is highly likely to be used as an effective marketing platform for fashion brands seeking visual content. It is necessary to study the contents of the local account which will be the basis of practical management of the instagram in domestic fashion industry. In this study, first, research methodology of the contents and message strategy of the Instagram was sought through the previous research. Second, we identified the characteristics of the content composition of the local sports account brand Instagram. Third, we derive the message characteristics of the contents of the local account from the perspective of Taylor 's message strategy. As a result of the research, sports brand is a product that combines image and text by using product photo or non - sports star as a model for the purpose of conveying product information, event promotion, and brand concept using contents of local game of Instagram. At this time, we were able to easily transmit the key word of the contents by using the hash tag of the brand name. The messages of the Instagram contents, in which these components are gathered, were most often utilized as a message strategy that stimulates the sensitivity of the audience and allows the information and characteristics of the products to be received comfortably.

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