| By: |
Vera Paola (Research Institute for Economics and Business Administration and Center for Computational Social Science, Kobe University, JAPAN);
Gian Philip R. Antolin (Cesar E.A. Virata School of Business, University of the Philippines, PHILIPPINES);
Angela Chriselle Y. Vaquilar (College of Arts and Sciences, University of the Philippines, PHILIPPINES) |
| Abstract: |
This study examines the self-presentation activities of female tennis players
on the social media outlet Instagram. Drawing on Goffman's (1959) theory of
self-presentation, this study sought to understand whether differences existed
between the adoption of Instagram by professional and recreational tennis
players. Instagram accounts of 63 professional and 50 recreational Japanese
female tennis players were examined using content analysis. The findings
reveal significant differences in self-presentation tactics of professional
and retired tennis players on the focus of the photo, brand or logo
visibility, athlete's presence in their photos, the proximity of the shot,
facial expression, motion, and touch. Implications for self-branding and image
management of female athletes are discussed. Overall, these findings
contribute to a better understanding of the Instagrammable aesthetic and
female athlete's online behavior in social media. |
| Keywords: |
Regional attractiveness index; Person trip survey; Gravity equation |
| Date: |
2023–03 |
| URL: |
http://d.repec.org/n?u=RePEc:kob:dpaper:dp2023-05&r=spo |