Communicating via photographs: A gendered analysis of Olympic athletes‿visual self-presentation on Instagram
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- 作者：Andrea N. Geurin-Eaglemana ; a.eagleman@griffith.edu.au" class="auth_mail" title="E-mail the corresponding author ; Lauren M. Burchb ; 1 ; lmburch@indiana.edu" class="auth_mail" title="E-mail the corresponding author
- 关键词：Social media ; Self-presentation ; Brand management ; Personal brand ; Marketing ; Communication
- 刊名：Sport Management Review
- 出版年：2016
- 出版时间：April 2016
- 年：2016
- 卷：19
- 期：2
- 页码：133-145
- 全文大小：431 K
文摘
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Female athletes were more likely than males to post photographs of themselves.
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Athletes who posted the widest variety of photo types received more fan engagement.
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Sexually suggestive photos garnered significantly greater likes and comments.
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Athletes appear to be missing an opportunity for greater engagement via sport photos.
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Athletes should ensure they post photos aligned with their desired personal brand.