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Role of Social Media in Athlete Branding: A Study of Athletes in Bangalore
Vinod Kumar D. Chavan Assistant Professor, Indo-Asian Group of Institutions, Bangalore.
Pages: 1-6 | First Published: 05 Nov 2018
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Abstract
The growth of social media has significantly transformed the way athletes build and promote their personal brands. Platforms such as Instagram, Twitter, and Facebook allow athletes to directly communicate with fans, sponsors, and the wider public. Social media provides athletes with opportunities to enhance visibility, showcase achievements, and develop personal branding strategies beyond traditional media coverage. This study explores the role of social media in athlete branding among athletes in Bangalore. Using a qualitative research approach, the study analyses how athletes use digital platforms to build their identity, engage audiences, and attract sponsorship opportunities. The findings suggest that social media has become an essential tool for athletes to promote their personal brand, maintain fan engagement, and expand professional opportunities.

Keywords: Athlete branding, social media, sports marketing, digital identity, athlete 

Promotion, Bangalore

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