Document Type : Research Paper
Authors
Department of Sport Sciences, Da.C., Islamic Azad University, Damghan, Iran.
Abstract
The purpose of the present study is to validate a model based on individual characteristics and environmental factors in social networks.The present research method is a mixed type (qualitative and quantitative).The statistical population of the qualitative part included university professors in the field of physical education, sports club managers,The statistical population of the quantitative part included professional athletes in team and individual disciplines.Finally, 385 people were selected as a sample and the sampling method in this study was a simple random stratified.was carried out with the help of PLS software. The results of the qualitative part showed that the codes extracted from 20 interviews were equal to 123 initial codes, which were then categorized in the next stage in axial coding, which were categorized into the main themes: personal brand strategies of athletes in social media, personality and psychological characteristics of athletes, leadership and social interactions, economic and sponsorship factors, lifestyle and cultural identity, the role of social platforms on the reputation and success of athletes, acceptance of changes and innovations, and challenges and opportunities for building athletes' personal brands.The results of structural equation modeling showed that the variable of personal branding of athletes has a positive and significant effect on personal brand strategies of athletes in social media; on personality and psychological characteristics of athletes; on leadership and social interactions; on economic and sponsorship factors; on lifestyle and cultural identity; on the role of social platforms on the reputation and success of athletes; on acceptance of changes and innovations
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