A Strategic Model of the Impact of Social Media on the Creation and Development of Personal Sports Branding for Olympic Athletes

Abstract

This study aims to develop a strategic model for the impact of social media on the creation and development of personal sports branding among Olympic athletes. A mixed-methods research approach was employed, incorporating both qualitative and quantitative methodologies. The statistical population included 39 elite Olympic athletes from Mazandaran province, with 25 participants selected through purposive sampling for the qualitative phase and 155 participants selected through convenience sampling for the quantitative phase. Data collection involved semi-structured interviews and a structured questionnaire, analyzed using descriptive and inferential statistics, including structural equation modeling. The qualitative data were examined using grounded theory analysis with open, axial, and selective coding. The results indicated that social media significantly influences the personal branding of Olympic athletes, with a strong correlation between social media engagement and brand development. Managing opportunities and threats in digital spaces plays a crucial role in brand sustainability, and effective social media use enhances fan interaction, marketability, and sponsorship potential. The findings also demonstrated that athletes with strong personal branding are more likely to achieve financial success through digital marketing strategies. Structural equation modeling confirmed that personal branding strategies positively impact the transition to global branding. The highest correlation was found between digital branding strategies and financial gains, suggesting that social media presence is essential for brand monetization. Social media serves as a powerful tool in developing and promoting personal sports branding, allowing Olympic athletes to enhance their visibility, engagement, and economic opportunities. Implementing strategic branding efforts, managing digital presence effectively, and utilizing professional marketing strategies can lead to greater success in both national and international markets. The findings emphasize the necessity of structured approaches to digital branding for sustainable athlete branding development.