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Method
Method
This study is an excellent candidate for content analysis because the researchers need to directly look at the NFL's Instagram posts from the past year to generate results. This research does not require the opinion of people looking at Instagram posts - and if that were the case, survey or interview research would be more beneficial. However, the researchers want to prove that the content creates a relationship between fan engagement metrics and call-to-action (CTA) messaging on Instagram posts. By looking at this niche and specific content analysis, the researcher may be able to draw other conclusions about other populations revolving around media representations. While survey is more about generating many responses, the research questions do not need people’s opinions on NFL content; they need to examine how the NFL uses Instagram posts to create call-to-action content that will impact fan engagement.
Instrument
Instrument
For RQ1 and H1, the independent variable is the NFL posts with/without call-to-action messaging. The dependent variable is the engagement rate, including the number of likes, comments, shares, and views. For RQ2, the independent variable is the type of call-to-action messaging used, and the dependent variable is the most common phrase used. The unit of analysis is the Instagram post which includes the visual media content and the copy/ caption associated with the visual media. The codebook has 18 different coding categories regarding what is in the visual media content and the call-to-action messaging. The categories include the type of Instagram content, does the post have a CTA, the NFL team mentioned, the length of copy/caption, the verbiage of CTA, the subject of CTA, the location of the CTA, is the post sponsored, are their hashtags, what is the subject of the media content, subject of the media content if its a game, subject of the media content if it involves a player, does the visual media content include text, and the number of likes, comments, shares, and views. The researchers will use a google form as a codesheet to code the Instagram posts and then transfer that data into a google sheet to analyze.
The population of this study is NFL posts that have been posted from Aug 1, 2023, until Feb 28th, 2023 (pre-season to end of the season).
The researchers chose the convenience sampling method because we need to look at both posts with and without call-to-action messaging, so we need to sort through and ensure we have the same number for each type of post. I will be using the convenience sampling method. 100 posts that do not have call-to-action messaging and 100 posts that do have call-to-action messaging will be analyzed.
I am training a second coder to code half of the content to ensure internal validity. Maddy Hentosh will be my second coder. A formula was used to calculate intercoder reliability and will be at least 90% to make sure the internal validity is accurate. The second coder was trained in one week to review the codebook, codesheet, and type of content selected for coding. If there are questions or disagreements in coding, the two coders will meet and discuss the situation.
Since the second coder only coded 20% of the sample, ten of the responses had a CTA, and ten did not.
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