MEMES, MATCHES, AND MORE: INSTAGRAM FAN ENGAGEMENT THROUGH THE CASE STUDY OF AN INDEPENDENT RUGBY PLATFORM

Abstract

This study examines how different types of Instagram content relate to measurable fan engagement within an independent rugby media context, using All Things Rugby (ATR) as a case study. Grounded in Uses and Gratifications Theory (UGT), the research analyzes 1,414 Instagram posts published between April and August 2025, categorized into six content pillars, Meme, Editorial, Match-Related Information, Player/Team Focus, Fan Interaction, and Themed Content, and three post formats: static image, carousel, and reel. Using descriptive statistics, one-way ANOVA with Tukey HSD post-hoc comparisons, and multiple regression analysis, the study examines how content category and post format are associated with engagement outcomes including likes, comments, shares, saves, views, and engagement rate. The results demonstrate that both content category and post format correlate to fan engagement, though their effects operate differently depending on which performance dimension is examined. Player/Team Focus and Match-Related Information posts generated the highest engagement rates, reflecting alignment with identity-based and information-seeking gratifications, while Meme content achieved the highest reach despite lower engagement rate. Carousel posts consistently outperformed photo and reel formats in engagement rate, while photo posts generated the greatest audience reach. Regression analysis confirmed statistically significant associations between content category and post format with both reach and engagement rate, with the engagement rate model demonstrating stronger overall explanatory power. The findings advance sport communication scholarship by empirically separating engagement efficiency from distributional reach as distinct outcomes of fan gratification-seeking behavior, contributing to theoretical understanding of how different content types activate different audience responses. The study also addresses a notable gap in the literature by extending established engagement frameworks to a rugby and independent digital media context. For practitioners, the findings support a portfolio-based content strategy aligned with distinct strategic objectives.

Date of Award	2026
Original language	American English
Awarding Institution	HBKU College of Science and Engineering