Document Type : Original Article
Authors
1
Department of Sport Management,Qor.c.,Islamic Azad University,Qorveh,Iran
2
Department of Sport Management,Qor.c.,Islamic Azad University,Qorveh,Iranqorveh Branch, Iran
3
3- Department of Mathematics, Qor.c.,Islamic Azad University,Qorveh, Iran
10.22091/its.2026.14932.1036
Abstract
With the rapid expansion of social media, Instagram has emerged as a central platform for personal branding, particularly in the sports industry. Sports coaches can leverage Instagram to enhance their professional identity and sustain their personal brands. The purpose of this study was to develop a comprehensive model for the sustainability of sports coaches’ personal branding on Instagram. This research adopted a qualitative design using a grounded theory approach based on the Strauss and Corbin framework.
Data were collected through semi-structured interviews with sports coaches actively engaged on Instagram, along with an analysis of the content published on their pages. Purposeful sampling was employed and continued until theoretical saturation was achieved. Data analysis was conducted through open, axial, and selective coding to identify key concepts and relationships associated with the sustainability of personal branding among sports coaches.
The findings resulted in a sustainability model consisting of six selective categories and 24 axial codes. These included: the core phenomenon (brand trust, professional commitment, and brand creativity); causal conditions (benevolence, social responsibility, charisma, and resilience); contextual conditions (cultural infrastructure, access to social platforms, institutionalization of media regulations, and monitoring of media behavior); intervening conditions (ethical orientation, advanced technical knowledge, business intelligence, coaching competence, and a successful professional background); strategic actions (a clear brand vision, updated media presence, appropriate social behavior, dynamic interaction networks, and adherence to socio-professional norms); and outcomes (brand monetization, brand influence, and personal brand promotion).
The results indicate that sustaining personal branding on Instagram requires a dynamic and strategic approach. Sports coaches should integrate the identified conditions, strategies, and intervening factors to achieve long-term sustainability of their personal brands on this platform
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