Introduction

With the expansion of information and communication technology and its introduction into the workplace, the world has witnessed the close relationship between the application of information technology in organizations and the improvement of performance, as well as the better and faster achievement of organizational goals. Social media, especially Instagram, creates a space for users to express their opinions, allowing companies to contact users directly and without intermediaries, at the right time and with minimal cost. With an understanding of the importance of technology in sales, we analyze the factors affecting the sales of sports goods in the virtual space of Instagram.

Methodology

This research aims to provide suitable suggestions to companies active in the production and sale of sports products to increase their sales. It utilizes textual data from comments and captions on Instagram and examines and analyzes posts and user opinions regarding sports products (specifically two brands: Adidas and Majid). The analyses were conducted in two sections: the first section (captions) analyzed the methods and manners of the advertisements by the sellers of the brands' products, extracting their advertising patterns and techniques. In the second section (comments), user opinions on the products presented on Instagram were examined and analyzed. Text analysis (posts and user comments) and sentiment analysis were key components of the analysis. For analyzing user comments, data obtained from the Instagram API, including three key parameters: the user's name, the date and time the comment was posted, and the content of the comments, were evaluated.

Discussion

The research findings indicate that companies, sellers, and brands should have a very organized plan for advertising throughout all periods of the year. Continuous interaction and proper activity with social network users can also play a role in increasing the motivation of representatives across the country. The study emphasizes that user-generated content (comments) is an effective way to increase the connection between a brand and its audience. Therefore, user feedback must be used in the manner described (the method implemented for analyzing comments) to increase sales and user satisfaction. Additionally, the findings emphasize identifying and establishing relationships with users to maintain and increase customer loyalty, particularly those who post numerous comments on advertised products on Instagram, as they can be used as an advertising campaign for the brand. This study provides a suitable solution for the proper presentation of sports products and advertising on social networks to make the products more well-received.