Document Type : Research Paper
Authors
1 Department of Sport Management, Faculty of Humanities and Social Sciences, University of Kurdistan
2 , Department of Sport Management, Faculty of Humanities and Social Sciences, University of Kurdistan
Abstract
Introduction: Social media serves as one of the most effective and widespread tools to aid personal development and build a personal brand. The purpose of this research was how to use social media as a personal branding tool for student athletes.
Methods: The research method was a qualitative type of hermeneutic phenomenological analysis with an applied purpose and an exploratory nature. The research participants were students who used social media for personal branding and had at least 5 years of training experience in one of the combat sports, who were investigated through semi-structured interviews and based on the purposeful sampling method. In this study, the data saturation point was 11 interviews. Data analysis was done with the help of MAXQDA software.
Results: Through empirical exploration, five main themes and nineteen sub-themes were extracted to elucidate the participants' experiences in the research. Differentiation, attractiveness, media literacy, benefits and opportunities, and disadvantages and limitations were identified as the identified components in the use of social media as a tool for personal branding among student athletes in the present study.
Conclusion: The subtle findings of this study indicate that the proper use of social media by student athletes to present information relevant to their brand and interact with their fans is crucial. The present study offers new insights and knowledge regarding improving brand management through social media in the context of personal branding for student athletes.
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