Exploring The Model of Athlete's Branding Image of Football Players on Fans Perception

Social media, according to Mudrick, Miller, and Atkin (2016), has revolutionized how fans engage with sports and with one another, bringing up new opportunities for involvement and expression. Scherer and Jackson (2007) examine sports advertising critically, emphasizing its role in developing and preserving cultural and national identities, as well as ethical concerns regarding corporate branding and cultural creation in the global sports sector. As a result, media culture has a significant influence on football promotion such games, teams, players, and fan participation. Thus, the purpose of this study is to better understand the relationship between football players and their supporters as consumers, as well as how athletes' impact on fans might effect their perception. The literature review examines several key areas. Firstly, it contextualizes the profession of football players, highlighting their role as cultural icons and their ability to express and promote national identity through attire and personal style. Secondly, the study explores the Model of Athlete's Branding Image from Arai et al. (2013), which encompasses dimensions such as athletic performance, attractive appearance, and marketable lifestyle. Finally, the literature review examines the influence of social media culture on football players, recognizing its significant impact on football promotion and fan involvement. To examine the research questions, the researcher conducted a survey to gather primary data. The questionnaire was developed based on the Model of Athlete's Brand Image theory. The sampling method employed a combination of criterion and convenience sampling, resulting in a total of 242 respondents. After initial descriptive analysis, 240 respondents were included in the subsequent analysis. The study conducted multiple regression analysis to test the correlation between independent variables and dependent variable of the Model of Athlete's Branding Image, and a hierarchical regression analysis to see the impact and contribution of an additional variable to the previously tested variable on fans perception variable. Finally, this study adds more understanding of the relationship between football players and their fans as consumers. The findings emphasize the influence of the Model of Athlete Branding Image and social media usage on fans' perceptions, underlining the importance of these elements in influencing football players' perceptions as brand images. This study gives significant insights for sports marketers, players, and brand managers to effectively interact with fans and establish a strong brand image in the dynamic environment of media culture by understanding the tremendous influence of football players on fans.