Assuntos tratados por atletas famosos na rede social Instagram: o caso Cristiano Ronaldo

Abstract

The objective of this study was to make an analysis of the use of digital marketing in social networks to promote the professional and personal image of sports athletes, taking as an example one of the greatest soccer athletes in the world. To achieve this objective, we analyzed the applicability and concept of personal marketing, the evolution of digital communication and its applicability in this marketing modality, as well as the results obtained in relation to the Post on Cristiano Ronaldo’s Instagram in a sample of ten of the hundred sportsmen celebrities of the world, covering the period from 2018 to 2019. The choice of the theme is justified by the current importance of social networks in the lives of individuals, especially sports celebrities who do act, and by the influence they exert on followers. The methodological procedure used was documentary research in books, articles published on electronic sites related to the theme and the Instagram social network of the athlete who participated in this study. The main objective of the two Posts concluded by the athlete was to strengthen the image and promotion of people, since the big brands seek out people as a differential in terms of sports marketing. In truth, social networks will become a powerful tool for work and communication between sports athletes.