نوع مقاله : مقاله پژوهشی
نویسندگان
گروه علوم ورزشی، واحد دامغان، دانشگاه آزاد اسلامی، دامغان، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The aim of the present study is to create branding for athletes: a new model in the age of social networks. The research method was exploratory-fundamental with a qualitative approach. The statistical population of the study included university professors, sports club managers, sports marketing specialists, and professional athletes active in social networks, of which 20 people were ultimately selected as a sample. The sampling method of this section included purposive sampling based on the use of the snowball technique until theoretical saturation was reached. Semi-structured interviews were used to collect data. The questions asked during the interviews were designed to be open and general. Finally, Brown and Clarke's (2006) thematic analysis was used to analyze the data in the qualitative stage. It should be noted that all statistical analyses were performed manually. The results obtained from the analysis of the interviews showed that the codes extracted from 20 interviews were equal to 123 initial codes, which were then categorized into the main themes: athletes' personal brand strategies in social media, athletes' personality and psychological characteristics, leadership and social interactions, economic factors and sponsorship, lifestyle and cultural identity, the role of social platforms on the athlete's reputation and success, acceptance of changes and innovations, and challenges and opportunities for building athletes' personal brands. Finally, it can be said that these studies have examined different dimensions of personal branding from individual, social, functional, and media perspectives and have emphasized the importance of the role of these factors in shaping and developing personal brands.
کلیدواژهها [English]
)