Building athlete brand image on Instagram: comparing the impact of post content on paid engagement and follower engagement in the context of athletics

The thesis deals with the influences on the creation of athlete brand image on a selected social network. The aim of the work is to compare the posts between the selected athletes in relation to the different dimensions of MABI, follower engagement and gender. The aforementioned influences are characterized in the literature review and form the basis for the development of the research questions and hypotheses. Data collection is conducted by observing the activity of selected athletes on the social network Instagram. Subsequently, statistical tests in the form of Chi-squared test of independence, Student's t-test and Welch's t-test are applied to test the hypotheses. The results demonstrate gender differences in follower engagement and the significance of the effects of MABI dimensions.