Document Type : Original Research
Authors
1
Department of Motor Behavior and Sport Management, Faculty of Sports Sciences, University of Isfahan, Isfahan, Iran
2
Department of Motor Behavior and Sport Management, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran
10.22034/sls.2025.66610.1513
Abstract
The present study aimed to explore the role of professional athletes as lifestyle influencers and analyze their impact on the behavioral patterns and daily choices of their audience. This qualitative research was conducted based on Glaser's grounded theory paradigm through data collection in the form of 21 semi-structured interviews with four target groups: active social media users, professional athletes, sports marketing consultants, and experts in the field of media and sports. The data analysis process was based on the three stages of open coding (extraction of 97 initial concepts), axial coding (organization of concepts into 13 sub-categories), and selective coding (final integration into 5 main categories). The validity of the findings was ensured through data source triangulation and participant review strategies. The major categories extracted included: 1) Sports and Health-Oriented Influences (sports choices and habits, lifestyle, dietary habits), 2) Psychological and Emotional Influences (psychological behaviors, mental health, mindfulness), 3) Socio-Cultural Influences (social choices, ethical values, charitable contributions, environmental behaviors), 4) Economic and Consumerism Influences (purchasing behaviors, fashion and style), and 5) Technological Influences (use of technology, social media). The findings can assist policymakers, brands, and sports managers in optimally utilizing the influencer capacity of athletes.
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