Factors affecting the development of the personal brand of athletes through the social network Instagram | ||
| مدیریت ارتباطات در رسانه های ورزشی | ||
| Article 11, Volume 12, Issue 3 - Serial Number 47, May 2025, Pages 181-202 PDF (1.24 M) | ||
| Document Type: Research Paper | ||
| DOI: 10.30473/jsm.2025.72815.1917 | ||
| Authors | ||
| yasaman rezaeiniya1; mahdi bashiri* 2; Behrouz Ghorbanzadeh2; Sheyda Amini3 | ||
| 1Msc Student, Department of Sport Sciences, Faculty of Education and Psychology, Azarbaijan Shahid Madani University, Tabriz, Iran. | ||
| 2Associate Professor, Department of Sport Sciences, Faculty of Education and Psychology, Azarbaijan Shahid Madani University, Tabriz, Iran. | ||
| 3Ph.D. Student, Department of Sport Management, Faculty of Physical Education and Sport Sciences, Tabriz University, Tabriz, Iran. | ||
| Abstract | ||
| Social media play a key role in the process of creating and building a personal brand, so athletes can use it to their advantage to reach millions and enhance personal connections with their viewers and supporters. The main objective of the present research was to investigate the factors affecting the development of athletes’ personal brands through the social network Instagram. This research was a cross-sectional study that was applied in terms of purpose, descriptive in terms of method, and survey-based in terms of the collector data. The statistical population of the research included athletes, champions and coaches of sports disciplines who are members of the social network Instagram and have an active account. Considering the unlimited population, using Morgan's table, a sample size of 384 was determined, but taking into account a percentage for non-return of questionnaires, 400 questionnaires were distributed and collected. The face and content validity of it was confirmed by 8 professors, management specialists, and sports sciences experts. The reliability of the questionnaire was also calculated using Cronbach's alpha coefficient method. The questionnaire consisted of three sections: demographic questions, Chan-Olmested et al (2013) social media characteristics questionnaire, and Arai's (2010) athletes personal branding. For the statistical analysis of the data obtained from the research, SPSSv27 and Smart.PLS.4 software were used. The results showed that the characteristics of openness, communication, participation, conversationality, and sharing on the social network Instagram have a direct and significant effect on the personal branding of athletes, and the factors influencing the personal branding of athletes through the social network Instagram have different priorities. Therefore, athletes should create a positive and attractive image of their brand on Instagram based on their personality traits, appearance, professional capabilities, lifestyle, and behavioral patterns, and utilize the media potential of Instagram to introduce their sports achievements, goals, values, and personality. | ||
| Keywords | ||
| Athlete branding; marketing; social media; Instagram | ||
| References | ||
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