Identifying the Impact of Interactions Among Fans of Professional Athletes on the Instagram Social Network on the Athlete's Brand Image, with the Mediating Roles of Relationship Quality, Brand Authenticity, and Fan Attachment

Document Type : Research Paper

Authors

1 MSc. of Sport Management, Razi University, Kermanshah, Iran

2 Assistant Professor of Sport Management, Razi University, Kermanshah, Iran.

Abstract

The aim of this study was to identify the effect of professional athletes' interactions on Instagram on the athlete's brand image, with the mediating roles of relationship quality, brand authenticity, and fan attachment. The methodology employed in this study was descriptive-correlational, and the statistical population consisted of approximately 50,000 students from four public universities in west of Iran, from which 590 individuals were selected as a sample. A structural equation model was utilized to test the hypotheses. The findings indicated that interactions on Instagram have a positive and significant indirect effect on the athlete's brand image, with a regression coefficient of 0.28, mediated by fan attachment. Additionally, the regression coefficient for the indirect effect of Instagram interactions on brand image through relationship quality and fan attachment (0.22) was greater than the mediating effect of brand authenticity and fan attachment (0.10). As a result, athletes can gain significant benefits by strategically and programmatically utilizing Instagram to manage the content of their posts.

Keywords

Main Subjects

References

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History

  • Receive Date: 18 April 2021
  • Revise Date: 23 May 2021
  • Accept Date: 26 June 2021

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