Understanding the LPGA Tour Top Six Korean Golfers' Self-Presentation on Social Media: A Content Analysis of Instagram Posts

With a growing number of people using social media such as Instagram, Facebook, and Twitter, it has become extremely important for professional athletes to build and promote their personal brands through social media. The purpose of this study was to understand how LPGA Tour Korean golfers use social media for self-presentation. Through content analysis, the self-presentation forms of the top six Korean LPGA Tour golfers were examined. The result showed that the golfers are more likely to use the form of the front stage rather than the backstage. The number of likes and comments is higher when golfers post backstage photos and write photo stories in both Korean and English languages on Instagram. This study contributes to the field of sport social media research theoretically with new subcategorization to Goffman's self-presentation and suggests a new insight into personal brand marketing strategies via social media for both athletes and sponsors.