A Comparison of Professional and Recreational Tennis Players' Self-presentation on Instagram

Vera Paola Shoda, Gian Philip R. Antolin and Angela Chriselle Y. Vaquilar
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Vera Paola Shoda: Research Institute for Economics and Business Administration and Center for Computational Social Science, Kobe University, JAPAN
Gian Philip R. Antolin: Cesar E.A. Virata School of Business, University of the Philippines, PHILIPPINES
Angela Chriselle Y. Vaquilar: College of Arts and Sciences, University of the Philippines, PHILIPPINES

No DP2023-05, Discussion Paper Series from Research Institute for Economics & Business Administration, Kobe University

Abstract: This study examines the self-presentation activities of female tennis players on the social media outlet Instagram. Drawing on Goffman's (1959) theory of self-presentation, this study sought to understand whether differences existed between the adoption of Instagram by professional and recreational tennis players. Instagram accounts of 63 professional and 50 recreational Japanese female tennis players were examined using content analysis. The findings reveal significant differences in self-presentation tactics of professional and retired tennis players on the focus of the photo, brand or logo visibility, athlete's presence in their photos, the proximity of the shot, facial expression, motion, and touch. Implications for self-branding and image management of female athletes are discussed. Overall, these findings contribute to a better understanding of the Instagrammable aesthetic and female athlete's online behavior in social media.

Keywords: Regional attractiveness index; Person trip survey; Gravity equation (search for similar items in EconPapers)
Pages: 28 pages
Date: 2023-03
New Economics Papers: this item is included in nep-sea and nep-spo
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