| Sustainable Personal Branding in Sports: The Role of Authenticity and Experience Continuity in The Success of Instagram Influencers |
| Paper ID : 1773-SPORTCONGRESS |
| Authors |
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محمدشفیع پارسا *1, مهدی غفوری یزدی1, ابراهیم علیدوست قهفرخی2, امین دهقان قهفرخی2 1وزارت علوم 2میدان انقلای کارگر شمالی روبروی خیابان پانزدهم مجتمع کوی دانشگاه تهران |
| Abstract |
| The rapid growth of social media has transformed the way athletes form and communicate their digital identities. On Instagram, authenticity and experiential consistency are recognized as key elements in building audience trust, fostering meaningful engagement, and achieving long-term success in personal branding (Khamis, Ang, & Welling, 2017). Sports influencers, as digital thought leaders, use storytelling and self-presentation to connect with audiences and attract sponsorships, thereby highlighting the strategic role of authenticity in sustainable branding (Abidin, 2016). This study employed a qualitative approach using a phenomenological method. The research population consisted of 19 Iranian sports influencers with follower counts ranging from 10,000 to 1 million. Data were collected through semi-structured interviews and analyzed using open, axial, and selective coding. For data validation, the Guba and Lincoln framework was applied, encompassing four criteria: credibility, dependability, transferability, and confirmability. In addition, participant verification and peer review were used to enhance the accuracy and reliability of the findings. The findings revealed that authenticity, distinctiveness, and digital identity; creative and high-quality content production with a focus on simplicity and honesty; enhancement of professional knowledge; adaptive experience; creativity; and innovation in brand style were identified as the main factors related to authenticity and experiential consistency among sports influencers on Instagram. The results showed that authenticity and experiential consistency form the two core pillars of sustainable personal branding among sports influencers. Authenticity fosters trust and lasting engagement, while experiential consistency creates narrative coherence and strengthens audience loyalty. Consequently, the combination of these two components provides a pathway toward a distinctive and enduring personal brand in the competitive space of Instagram. These findings can support influencers and sports professionals in achieving a more stable and impactful presence on social media by focusing on honesty, consistency, and creativity. |
| Keywords |
| Keywords: Personal branding, authenticity, sports influencers, Instagram, digital marketing |
| Status: Abstract Accepted (Poster Presentation) |
