Determinants of personal brand construction of national football players on Instagram
by Ana Cristina Picinin De Rezende Costa; Kirstin Hallmann
International Journal of Sport Management and Marketing (IJSMM), Vol. 22, No. 3/4, 2022

Abstract: Women's football experienced exponential growth after the FIFA Women's World Cup 2019. Determinants of the construction of the player's brand add value to understanding which image they want for themselves and their sport. This study aims to provide a multidimensional exploration of this process based on self-presentation, gender roles, and economy of visibility. Two studies were conducted, a content analysis of eight female national team footballers' Instagram posts (n = 278) and a survey of football fans (n = 430). The footballers presented themselves first as players and second as females. The results revealed that male agentic roles are part of the players' brand construction narrative, including female communal gender roles. The survey disclosed that elite footballers' perceived images were primarily congruent with how they presented their persona. Fans preferred the professional presentation as footballers. Fans' interest was related to agentic and communal roles, which players rarely addressed. Personal brand management by players and the collective construction of a global women's football brand is discussed.

Online publication date: Mon, 11-Jul-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com