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Keywords: Instagram
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Journal Articles
Women professional athletes and their personal brands on social media: an analysis of 2020 and 2021 WNBA player photos on Instagram
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2025) 15 (4): 406–426.
Published: 24 June 2025
... with their posts through likes. Design/methodology/approach Similar to the design in Pegoraro (2010) and Geurin-Eagleman and Burch (2016), this study investigated the self-presentation on Instagram of Women’s National Basketball Association (WNBA) players and follower engagement through their likes...
Journal Articles
Personal branding on Instagram: an examination of Iranian professional athletes
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2021) 11 (5): 556–574.
Published: 09 August 2021
... counterparts, Iranian athletes’ access to social media is limited to only Instagram, due to a ban in Iran on the use of Facebook and Twitter. This specific situation provides unique opportunities and interactions in the personal branding process. Design/methodology/approach Utilizing a criterion purposive...
Journal Articles
How fans are engaging with baseball teams demonstrating multiple objectives on Instagram
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2017) 7 (2): 216–232.
Published: 08 May 2017
...Joon K. Kim; Kevin Hull Purpose Using uses and gratifications theory as a guide, the purpose of this paper is to examine how fans are engaging with Major League Baseball (MLB) teams that are utilizing Instagram postings to demonstrate sporting, business, and social objectives. Design...
