Research on Social Media Brand Image Building and Marketing Strategies for Female Athletes in the Era of Mass Audiences
Abstract
Amidst the digital wave, social media has reshaped sports information dissemination, offering female athletes opportunities to escape traditional media’s monolithic portrayals and cultivate personalized brands. However, the traffic-driven era brings contradictions between exposure and anxiety, alongside image alienation. This study examines Zheng Qinwen and Eileen Gu through case analysis and literature review, exploring strategies for female athletes to build their social media brands in the traffic era. Findings reveal that brand images have evolved from collective honor-driven "symbolization" to "initial breaking of boundaries" in early social media phases, culminating in "multi-dimensional brand construction" in the traffic era. Persistent challenges include subtle gender bias, unequal resource allocation, disparities in commercial monetization, and distorted "female empowerment." Key influencing factors include alignment of personal traits with athletic achievements, platform characteristics, fan demands, and brand collaboration models. Based on this, the study proposes a "core+derivative" content system with tiered fan engagement, agenda-setting and philanthropic initiatives to enhance social impact, and mechanisms for integrating commercial and social value. This framework offers practical guidance for female athletes and teams, promoting the multifaceted release and healthy development of women's sports value.
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