Audience perceptions of athletes’ brand self-presentation on social media

Research Question: Current literature on athlete branding on social media is divided into two streams: one explores athletes' self-presentation strategies and the other investigates how external audiences perceive these brands. However, existing studies lack investigations that simultaneously examine athletes' content strategies with audiences' perceptions. Thus, this study aims to answer the following research question: How are female athlete brands' self-presentation strategies perceived by their online audiences?