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Author

Gregor Pfajfar

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Review Oct 2026

Comparative analysis of community building strategies and personal branding on Instagram: professional athletes versus sports influencers

This paper examines how professional athletes and sports influencers construct personal brands and build audience communities on Instagram, and why these processes differ despite operating on the same platform. We conducted 15 semi-structured interviews with eight elite Slovenian professional athletes and se...

Vojko Vučković, Maja Zalaznik, Gregor Pfajfar · 0 citations

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