Wonyul Bae, Associate Professor of Sport Management in the School of Business, publishes “Understanding the LPGA Tour Top Six Korean Golfers’ Self-Presentation on Social Media: A Content Analysis of Instagram Posts” in International Journal of Sport Communication. This study contributes to the field of sport social media research theoretically with new subcategorization to Goffman’s self-presentation and suggests a new insight into personal brand marketing strategies via social media for both athletes and sponsors.
You can read the article at https://journals.humankinetics.com. or request a copy from the authors.