ABSTRACT

Members of social network sites are able to decide how to present themselves to other members. An earlier study has suggested that athletes may put up posts to describe themselves in their various roles. The aim of this study is to gain further insight by extending from the earlier conceptual framework. The posts of 14 Iranian footballer who played in the Russia 2018 World Cup from April to August were analysed. Content analysis found that the posts could be classified into four different categories namely Athlete, Family, Personal and Publicity. In addition, it was found that over time, there were changes in the proportion of posts in each category. Athletes were more likely to post on their lives as an athlete before and after a major sports event. This suggests that athletes are managing their personal brand on social media.

摘要

社交网站的成员可以决定如何向其他成员展示自己。较早的一项研究表明，运动员可能会发布帖子来描述自己扮演的各种角色。本研究的目的是通过扩展早期的概念框架来获得进一步的洞察力。分析了 4 月至 8 月参加俄罗斯 2018 年世界杯的 14 名伊朗足球运动员的帖子。内容分析发现，这些帖子可以分为四个不同的类别，即运动员、家庭、个人和宣传。此外，发现随着时间的推移，每个类别的职位比例都有变化。运动员更有可能在重大体育赛事前后发布他们作为运动员的生活。这表明运动员正在社交媒体上管理他们的个人品牌。