Communication strategies of formula one on Instagram

: a case study of Ferrari and Mclaren in media life

Abstract

This study aims to analyse, observe, and provide an overview of the Formula One social media landscape and the strategies used to reach the audience. The investigation emphasises the following research problem: What methods are employed by Formula One teams to leverage their social media presence on Instagram to foster audience engagement? The methodological choice is a qualitative study involving a content analysis and a case study construction of two Formula One teams: McLaren and Ferrari. The conclusion is that both analysed tiles leverage the Instagram platform to reinforce their existing connections with their audiences, creating and reaching a new audience segment. This is done through various strategies, from humanising the sport, the athletes practising it, and the teams to real-time updates that make the follower a well-integrated part of the sport. Both teams communicate in alignment with their brand values and use different leverages to achieve that.

Date of Award	20 Mar 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Isadora Ataíde Fonseca (Supervisor)