Personal branding on Instagram: an examination of Iranian professional athletes

IF 1.9 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM
Z. Sharifzadeh, Natasha T. Brison, Gregg Bennett
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引用次数: 1

Abstract

PurposeThis study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a personal brand. For example, unlike their global counterparts, Iranian athletes’ access to social media is limited to only Instagram, due to a ban in Iran on the use of Facebook and Twitter. This specific situation provides unique opportunities and interactions in the personal branding process.Design/methodology/approachUtilizing a criterion purposive sample of Iranian professional athletes, the authors conducted in-depth, semi-structured interviews to understand the branding strategies and challenges of these athletes.FindingsTwo categories (branding strategies and cultural/societal challenges), along with Six themes emerged. The categories were derived based on the literature review and the subsequent research questions.Originality/valueThis paper provides valuable information on challenges and opportunities for athletes' personal branding from international perspectives. Also, the results of the study broaden our understanding of how athletes' personal branding can function in different countries and contexts. Findings will provide governing bodies and sport marketers have a better understanding of athletes' social media usage.
Instagram上的个人品牌:对伊朗职业运动员的调查
目的研究伊朗职业运动员的个人品牌策略。它还探讨了这些运动员在试图创建个人品牌时所面临的挑战。例如,与其他国家的运动员不同,伊朗运动员只能使用Instagram,因为伊朗禁止使用Facebook和Twitter。这种特殊的情况为个人品牌建设过程提供了独特的机会和互动。设计/方法/方法利用伊朗专业运动员的标准目的样本,作者进行了深入的半结构化访谈,以了解这些运动员的品牌战略和挑战。发现两个类别(品牌战略和文化/社会挑战),以及六个主题。这些分类是根据文献综述和随后的研究问题得出的。原创性/价值本文从国际视角为运动员个人品牌的挑战和机遇提供了有价值的信息。此外,研究结果拓宽了我们对运动员个人品牌如何在不同国家和背景下发挥作用的理解。调查结果将使管理机构和体育营销人员更好地了解运动员的社交媒体使用情况。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Sport Business and Management-An International Journal
Sport Business and Management-An International Journal HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.10
自引率
15.40%
发文量
25
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