Sport Psychology Studies

Sport Psychology Studies

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

Document Type : Original research

Authors
Amir Dadashzadeh 1
Amin Dehghan Ghahfarokhi 2
Ahmad Mahmoudi 2
Ehsan Mohamadi Turkmani 3
1 Ph.D Student in Sport Management, University of Tehran, Kish ,International Campus, Kish, Iran.
2 Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran.
3 Department of Sport Management, Faculty of Sport Sciences and Health, University of Tehran, Tehran, Iran
10.22089/spsyj.2025.18593.2614
Abstract
Objective: The rapid evolution of communication technology and the expansion of social media have fundamentally transformed the public image and communication channels of elite athletes. The present study was designed and conducted to provide a model for optimizing the use of social media among elite athletes.
Materials and Methods: This study was qualitative in nature, and its statistical population included academic experts with relevant specializations and elite athletes who have a personal brand in cyberspace. Purposeful sampling was employed, comprising 12 participants (8 elite athletes and 4 experts) with a mean age of 29.1 years. Semi-structured interviews were used for data collection, and data analysis was conducted using open, axial, and selective coding.
Findings: The results showed that message consistency and maintaining visual and textual coherence through designing a consistent visual identity, using a specific slogan or hashtag, and coordinating communication tone can contribute to strengthening personal brand. Furthermore, selecting a style and tone consistent with the brand identity, using appropriate language matching the athlete's personality, and incorporating local cultural elements lead to increased authenticity and acceptability of messages. Optimal timing of content publication based on analyzing peak engagement hours and leveraging sporting events as milestones for visibility are among the effective strategies for increasing reach and engagement.
Conclusion: The implementation of coherent social media strategies—including message consistency, consistent visual identity, tone aligned with the athlete's personality, and the use of local cultural elements—plays a key role in strengthening the personal brand of elite athletes. Additionally, intelligent content timing based on peak engagement hours and leveraging sporting events significantly increases reach and engagement. The model presented in this study can serve as a comprehensive framework for optimizing athletes' social media presence and enhancing their personal branding.
Keywords
Elite Athlete
Social Network
Strategy
Subjects
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Sport Psychology Studies
Volume 15, Issue 56
Spring 2026
Pages 175-201

  • Receive Date 06 October 2025
  • Revise Date 29 November 2025
  • Accept Date 15 December 2025