نوع مقاله : مطالعه پژوهشی اصیل
موضوعات
عنوان مقاله English
نویسندگان English
This study aimed to develop a model for optimizing the use of social media among elite athletes. It employed a qualitative research design, focusing on a sample of 12 individuals, including 4 academic experts and 8 elite athletes, all of whom possess a personal brand in the digital space, with an average age of 29.1 years. Data were collected through semi-structured interviews, and analysis was conducted using open, axial, and selective coding techniques. The findings indicated that maintaining message consistency and visual coherence through a stable visual identity, the use of a unique slogan or hashtag, and a coordinated communication tone can significantly enhance personal branding. Additionally, selecting an appropriate style and tone that aligns with the brand identity, employing language that reflects the athlete's personality, and incorporating local cultural elements contribute to the authenticity and acceptance of messages. Effective strategies for increasing visibility and engagement include optimizing content release timing based on peak interaction hours and leveraging sporting events as key visibility milestones.
کلیدواژهها English
