Document Type : Original Article
Authors
1
Assistant Professor, Department of Sport Tourism and Health, Faculty of Tourism, University of Tehran, Iran
2
MSc in Sports Management, Department of Sport Management, Islamic Azad University of Ardabil Branch
3
Ph.d in Sport Management, Department of Physical Education and Sport science, university of Tehran, Iran.
4
MSc in Sports Management, Department of Management and Accounting, College of Farabi, University of Tehran, Iran.
10.22098/rsmm.2025.17310.1471
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
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