Why Do We Follow Inauthentic Sports Influencers on Social Media? A Comprehensive Phenomenological Study

Document Type : Original Article

Authors

1 Assistant Professor of Sport Management, University of Tehran, Tehran, Iran

2 MSc of Sport Management, Ard.c Islamic Azad University, Ardabil, Iran

3 Ph.D. of Sport Management, University of Tehran, Tehran, Iran

4 MSc of Sport Management, College of Farabi, University of Tehran, Tehran, Iran

Abstract

Purpose: This study investigates the underlying factors driving individuals to follow inauthentic sports influencers on social media, employing a phenomenological approach to uncover the motivations and perceptions of followers. Methods: Given the novelty of the research topic and the absence of comprehensive prior studies, a qualitative methodology was adopted. Participants consisted of active followers of inauthentic sports influencers, selected through purposive and snowball sampling. Data were collected via in-depth, unstructured interviews until theoretical saturation was reached (n=17). Thematic analysis was conducted using NVivo 12 Plus, involving iterative coding, categorization, and conceptual mapping of the data.
Results: Analysis yielded 295 initial codes, refined into 210 unique concepts and further consolidated into 84 distinct themes. These were organized into nine key factors influencing follower engagement: lifestyle portrayal, physical appearance, content production strategies, consistent social media activity, psychological and social drivers, innovative advertising techniques, perceived service benefits, influencer commitment and responsibility, and visual content quality. Conclusion: The findings highlight the multifaceted appeal of inauthentic sports influencers, emphasizing the need for stricter content regulations to curb misinformation. Additionally, public awareness campaigns should stress that athletic success and health are rooted in scientific knowledge, training discipline, and movement literacy not merely physical attractiveness. This study contributes to the emerging discourse on digital influencer authenticity and audience behavior in sports media.

Keywords

References

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Research in Sport Management and Marketing
Volume 7, Issue 2
In Progress
2026
Pages 77-92

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