Authors
1
Associate of sport management, University of Kurdistan
2
P.h.D of sport management, University of Kurdistan
,
Document Type : Research Paper
Abstract
Objective: social Medias are developing technologies for communication among fans and sport teams and athletes. The following survey was done for investigating the impact of using Instagram in athletes brand image.
Methodology: 368 people from the students of the University of Kurdistan were chosen as samples based on Kargiand Morgan Tables regarding the ration of the society. The following survey was done with descriptive correlation method. From the standard questionnaires Self-connection (Turri and et al.), relationship (Fletcher and et al.), authenticity (Chandra and et al.), attachment (Mael & Ashforth’s), and athlete brand image (Arai and et al.) were used why their form and content validity and its internal consistency were verified respectively by specialists and by Cronbach's alpha, and SEM model was used for the analyses of the data.
Results: The results showed that model of the survey is of a good fitness, and it can be a suitable model for the role of using social media of Instagram in brand image.
Conclusion: It can be argued that if athletes manage their using of social media, they can improve their brand image and use from its benefits. Accordingly, the proposed variables in the model can be suitable determiners of the impact of social media of Instagram in depicting the athletes brand image.
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