Strategic Branding Approaches for Women Professional Athletes via Self-Presentation Theory and Social Role Theory

Abstract

The rise of social media has provided many opportunities for athletes to develop outside of traditional media, and the use of social media platforms by female athletes can overcome the limitations of traditional sports media and promote the development of their personal brands. The aim of this study is to analyse and discuss how female athletes use social media to develop their branding strategies based on self-presentation theory and social role theory using Serena Williams as the subject of the study. By analysing the links between self-presentation theory, social role theory and athlete branding, research done by researcher on athlete branding strategies based on the two theories is analysed and discussed. Based on the analysis of the study population, the article makes recommendations on how female athletes can use social media to develop branding strategies. In terms of athlete branding, the article argues that branding strategies for female athletes can be used to gain consumer trust and seek business development opportunities outside of the sports arena by marketing their athleticism, respectable appearance, and marketable lifestyles on social media. On the issue of athlete brand image representation, the article encourages female athletes to focus on social justice issues and suggests that athletes use a combination of public service and commercial marketing to strategically build and manage their athlete brands.