Personal Branding via Social Media in the NIL Era
A Content Analysis of Top Female College Athletes’ Instagram Posts
DOI:
https://doi.org/10.18060/29054Keywords:
NIL, female athletes, athlete branding, social media self-presentation, NCAA, InstagramAbstract
This study explores how prominent female college athletes utilize Instagram for personal branding in the name, image, and likeness (NIL) era, applying the model of athlete brand image (MABI) to analyze self-presentation patterns. Through qualitative content analysis of 300 Instagram posts from the top 10 NIL female earners, the study identifies key branding themes: relationship effort, competition style, physical attractiveness, and symbol. The findings reveal that while attractive appearance remains a dominant branding tool for female athletes, there is a notable shift toward integrating athletic performance and marketable personal lifestyle, indicating a more holistic and strategic approach to self-presentation on social media. This evolution challenges traditional gendered narratives of female athletes, fostering empowerment through greater control over their public personas. The study extends the MABI’s applicability in the digital age and offers valuable insights for female athletes, marketing professionals, and intercollegiate athletic programs on navigating NIL opportunities while maintaining authenticity and agency.
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