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Journal Articles
Strategic self-presentation and personal brand management of professional female athletes on Instagram
Available to Purchase
International Journal of Sports Marketing and Sponsorship 1–18.
Published: 23 April 2026
... of the players from November 2024 to December 2024. Findings Quantitative regression analyses showed that backstage content (Girl Next Door and Social Butterfly) yielded significantly higher engagement than frontstage posts, while Brand Ambassador posts were the least engaging. Interestingly, no significant...
