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Keywords: Self-presentation
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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
...Wonyul Bae; Ho Yeol Yu; Michael L. Naraine; Minseok Cho Purpose The purpose of this study is to extend the self-presentation theory by examining how different types of athlete-generated social media content, categorized as frontstage, backstage and hidden stage, affect fan engagement on social...
