探究P. LEAGUE + 球隊Instagram品牌貼文績效評估

Abstract

科技不斷革新，網際網路也隨之蓬勃發展，社群媒體已重塑我們日常生活中的型態，例如：交友、與他人聯繫溝通等等，職業運動球隊也正嘗試透過社群媒體的經營，達到提升粉絲參與的目的。2020年後，除了原有的SBL之外，P. LEAGUE +、T1 聯盟相繼成立，每支球隊透過社群媒體的經營，建立與球迷之間的連結，讓社群媒體儼然成為另一個戰場。以加盟P. LEAGUE + 的球隊—臺北富邦勇士、新北國王、桃園璞園領航猿、新竹街口攻城獅、福爾摩沙台新夢想家、高雄17直播鋼鐵人，六隊所經營的官方Instagram帳號為研究樣本，蒐集2021-2022賽季例行賽期間 (2021年12月4日至2022年5月28日) 以及2022-2023賽季例行賽上半季期間 (2022年11月5日至2023年2月11日) 發佈的所有品牌貼文。使用資料包絡分析法 (data envelopment analysis) 中的差額變數模型 (slack-based measure) 建立績效評估模型，計算由各隊發佈的品牌貼文之效率值，並以單因子變異數分析比較六支球隊經營官方Instagram帳號之績效，結果顯示福爾摩沙台新夢想家經營績效表現最佳；以線性迴歸分析驗證各個研究假設是否成立，貼文生動性顯著正向影響按讚數、顯著負向影響效率值；貼文互動性顯著負向影響按讚數、效率值；娛樂型貼文相較資訊型貼文顯著正向影響按讚數及效率值、顯著負向影響留言數；情感型貼文相較於資訊型貼文顯著正向影響按讚數及效率值、正向影響留言數；週末發佈的貼文顯著正向影響效率值。並根據研究結果，提出建議以供職業運動球隊產製品牌貼文、提升粉絲參與，做為提升經營官方Instagram帳號之績效的參照依據。

Technology is constantly evolving, and the internet has flourished as well. Social media has reshaped various aspects of our daily lives. Professional sports teams are also trying to enhance fans engagement through social media. After the year 2020, P. LEAGUE + were established. Each team strives to establish a connection with fans through social media, turning social media into another field to compete. This study focuses on the teams that joined P. LEAGUE +, including Taipei Fubon Braves, New Taipei Kings, Taoyuan Pauian Pilots, Hsinchu JKO Lioneers, Formosa Taishin Dreamers, and Kaohsiung 17Live Steelers. The official Instagram presences managed by these six teams were used as research samples. All brand posts published during the 2021-2022 regular season (December 4, 2021 to May 28, 2022) and the first half of the 2022-2023 regular season (November 5, 2022 to February 11, 2023) were collected. This research uses a data envelopment analysis to establish a performance evaluation model and chooses slack-based measure to assess the efficiency values of brand posts. One-way ANOVA was conducted to compare the performance of the six teams in managing their official Instagram presences, revealing that the Formosa Taishin Dreamers performed the best. Linear regression analysis was used to validate the research hypotheses. The results showed that vividness significantly and positively affected likes, while having a significant negative impact on efficiency values. Interactivity had a significant negative influence on likes and efficiency values. Entertainment posts had a significant positive impact on likes and efficiency values, but a significant negative impact on comments compared to informational posts. Emotional posts had a significant positive impact on likes, efficiency values, and a positive impact on comments compared to informational posts. Posting on weekends had a significant positive effect on efficiency values. Based on the research findings, recommendations are provided for professional sports teams to create brand posts and enhance fans engagement, serving as reference guidelines for improving the performance of managing official Instagram presences.