Developing a Model for the Impact of Social Networks on the Creation and Development of Olympic Athletes' Personal Sports Brands

Abstract

The objective of this study is to develop a model for the impact of social networks on the creation and development of Olympic athletes' personal sports brands. This research is applied in nature and employs a descriptive-analytical method, utilizing interviews and the grounded theory approach. The statistical population consists of elite Olympic athletes who are members of national teams in Mazandaran Province, totaling 37 individuals. For the qualitative phase of the study, 25 experts were selected for interviews. Data analysis in the qualitative method was conducted using MAXQDA software. Based on the research findings, a total of 115 subcategories were identified within 32 codes, ultimately leading to the extraction of six main categories: media and virtual networks in branding, opportunities and threats of social networks, personal brand development for naming, athletes' income generation through virtual space, strategies for creating a personal sports brand, and becoming a global personal brand.