Bio at First Sight: Investigating the Role of Biography as an Element of an Athlete's Social Media Brand

Abstract

Despite social media biographies (bios) being a dedicated space for communicating an account's identity, scholarly research has largely overlooked bios as an element of athlete branding. This study addresses this gap by examining how athlete bios function as strategic self-presentation tools and how audiences interpret these bios. Drawing on signaling theory and a social semiotics lens, we conducted semi-structured interviews with visual aids with 18 social media users and applied thematic analysis to explore how consumers perceive bios as elements of athlete brands on Instagram. Findings reveal that bios play important roles in communicating brand identity, establishing authenticity, and signaling brand networks. While consumer expectations varied based on athlete celebrity level, participants generally valued concise, professional bios that were cohesive with the broader profile ecosystem. These insights advance theoretical understanding and provide practical guidance for athletes and marketers aiming to craft compelling social media bios that engage social media audiences.

Keywords

athlete branding digital marketing sport consumer behavior personal brand Instagram

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