Presenting a Model for Optimal Utilization of Social Media among Elite Athletes: A Qualitative Study

Dehghan Ghahfarokhi, Amin; Dadashzadeh, Amir; Mahmoudi, Ahmad; Mohamadi Turkmani, Ehsan

doi:10.22089/spsyj.2025.18593.2614

Presenting a Model for Optimal Utilization of Social Media among Elite Athletes: A Qualitative Study

Articles in Press

Document Type : Original research

Authors

Amin Dehghan Ghahfarokhi ¹

Amir Dadashzadeh ²

Ahmad Mahmoudi ³

Ehsan Mohamadi Turkmani ⁴

¹ University of Tehran

² Ph.D Student in Sport Management, University of Tehran, Kish International Campus

³ Assistant Professor, Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

⁴ Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran

10.22089/spsyj.2025.18593.2614

Abstract

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.

Keywords

Elite athlete

social network

strategy

Subjects