Merchandising/Marketing/Retailing: Branding

Korean Professional Female Golfers' Self-Presentation and Fashion on Instagram

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Abstract

This study aims to examine Korean LPGA Tour golfers’ social media usage behavior, focusing on fashion, to develop an understanding of how golfers use this medium for self-presentation to build their relationships with fans and as a marketing tool to build their brands.  
The current study used content analysis to collect data from the athletes’ Instagram accounts of seven professional Korean female golfers who were selected by the ranking of their Instagram followers in the KLPGA. This study investigated the athletes’ apparel types, colors, and placement of the sponsored brand logo. The number of likes and comments on each image was collected to explore fan engagement on Instagram from April 2021 to November 2021 during the official KLPGA season.  By exploring female athletes’ fashion and self-presentation on social media, this study contributes to the sports social media marketing research by providing theoretical (self-presentation theory) and practical (brand marketing strategies) implications.

Keywords: Self-presentation, Instagram, Korean, Female golfers

How to Cite:

Hahn, K. H., Bae, W. & Cho, M., (2022) “Korean Professional Female Golfers' Self-Presentation and Fashion on Instagram”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15726