Instagram has impacted the form in which athletes present and communicate with their audiences wi... more Instagram has impacted the form in which athletes present and communicate with their audiences without the need for mass media mediators, such as journalists. Por lo tanto, this study explores opportunities for professional fencers to develop strategies for self-presentation and communication on the platform. The methodological approach is based on netnography and content analysis, evaluating the accounts of the 10 best shooters (FIE). The findings signal how these athletes build their brand to increase engagement and fan interaction by sharing training videos, competition photos and personal stories, while collaborating with sponsors and brands to open commercial opportunities and income sources.
Instagram has impacted the form in which athletes present and communicate with their audiences wi... more Instagram has impacted the form in which athletes present and communicate with their audiences without the need for mass media mediators, such as journalists. Por lo tanto, this study explores opportunities for professional fencers to develop strategies for self-presentation and communication on the platform. The methodological approach is based on netnography and content analysis, evaluating the accounts of the 10 best shooters (FIE). The findings signal how these athletes build their brand to increase engagement and fan interaction by sharing training videos, competition photos and personal stories, while collaborating with sponsors and brands to open commercial opportunities and income sources.
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Papers by Tao Yiming