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

Author

Listed:
  • Vera Paola

    (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)

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.

Suggested Citation

  • Vera Paola & Gian Philip R. Antolin & Angela Chriselle Y. Vaquilar, 2023. "A Comparison of Professional and Recreational Tennis Players' Self-presentation on Instagram," Discussion Paper Series DP2023-05, Research Institute for Economics & Business Administration, Kobe University.
    • Handle: RePEc:kob:dpaper:dp2023-05
    as

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    File URL: https://www.rieb.kobe-u.ac.jp/academic/ra/dp/English/DP2023-05.pdf
    File Function: First version, 2023
    Download Restriction: no
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    References listed on IDEAS

    as
    1. Andrea N. Eagleman, 2013. "Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies," Sport Management Review, Taylor & Francis Journals, vol. 16(4), pages 488-497, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Regional attractiveness index; Person trip survey; Gravity equation;
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