Esgrima en Instagram:
examinando la autopresentación como estrategia de marca de los esgrimistas profesionales
DOI:
https://doi.org/10.25029/od.2023.384.24Palabras clave:
Comunicación deportiva, estudios de redes sociales, Instagram, branding de atletas, esgrimaResumen
Instagram ha impactado la forma en que los atletas se presentan y se comunican con sus audiencias sin la necesidad de mediadores de medios masivos, como los periodistas. Por lo tanto, este estudio explora las oportunidades para que los esgrimistas profesionales desarrollen estrategias de autopresentación y comunicación en la plataforma. El enfoque metodológico se basa en la netnografía y el análisis de contenido, evaluando las cuentas de los 10 mejores tiradores (FIE). Los hallazgos señalan cómo estos atletas construyen su marca al aumentar el compromiso y la interacción de los fanáticos al compartir videos de entrenamiento, fotos de competencias e historias personales, al mismo tiempo que colaboran con patrocinadores y marcas para abrir oportunidades comerciales y fuentes de ingresos.
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