Fencing on Instagram:

Abstract

Instagram has impacted how athletes present themselves and communicate with their audiences without the need for mass media mediators, such as journalists. Hence, this study explores the opportunities for professional fencers to develop self-presentation and communication strategies on the platform. The methodological approach is based on netnography and content analysis, evaluating the top 10 fencers accounts (FIE). The findings point out how these athletes build their brand by increasing fan engagement and interaction through sharing training videos, competition photos, and personal stories, while also collaborating with sponsors and brands to open up business opportunities and revenue streams.