Abstract
This study conducts a scoping review of the literature on athlete social media self-presentation (ASMSP), aiming to map the current state of research, identify gaps, and propose directions for future studies. The review of 99 journal articles reveals a significant expansion over the past two decades, with studies exploring diverse aspects such as difference comparing across athlete groups, identity negotiations, brand building, and interactions between ASMSP and professional outcomes. Based on the syntheses, we recommend future scholars advance theoretical perspectives, examine identity negotiation among male athletes, explore diverse sport and geographical contexts, refine the measurement of athlete popularity, and move beyond descriptive patterns to explore causal relationships. By consolidating the existing body of literature, this review serves as a roadmap for future research and offers insights for practitioners to refine strategies for athlete branding.
Published Version
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