Exploration Of The Use Of Social Media By Ghanaian Football Players In Marketing Their Brands

Abstract

This study examines how Ghanaian professional football players use social media to construct personal brands and advance career opportunities. Grounded in an interpretivist paradigm and framed by Goffman’s dramaturgical theory and Framing Theory, the research adopts a multiple-case, qualitative design and relies on semi-structured interviews and thematic analysis to explore platforms, branding strategies, and perceived outcomes. Data were gathered from active Ghanaian players across the Premier League, Division One and the Women’s Premier League (eight respondents: six males, two females), each of whom maintained at least one active social media account. Interviews probed platform choices, content strategies, audience engagement, and the role of social media in market visibility and career mobility. Findings indicate that Facebook and TikTok dominate platform choice, with Instagram, X (formerly Twitter), and WhatsApp used for complementary purposes; choices were driven primarily by perceived reach, and ease of use. Players engage in deliberate impression management like frequently posting training videos, match highlights, and lifestyle content to project professionalism and discipline. Distinctive captioning, consistent posting patterns, and the strategic blending of performance and community narratives emerge as key framing tactics that increase relatability and sponsorship appeal. Participants reported tangible benefits from their online presence, including heightened public recognition, agent contacts, club interest, and occasional sponsorship leads, underscoring social media’s role as a practical recruitment and networking mechanism. Simultaneously, players face constraints, such us limited access to professional media support, risks of scams and reputational harm, emotional strain from negative feedback, and infrastructural limitations that restrict content quality. The study concludes that social media functions as a democratizing yet double-edged stage for Ghanaian footballers. It amplifies visibility and marketability but demands digital literacy and strategic communication skills to manage associated vulnerabilities. Practical recommendations include club-level digital literacy training, formal social media policies, and modest investments in content infrastructure to professionalize athletes’ online practices. The research contributes context-specific insight to athlete branding literature and highlights avenues for future longitudinal and audience-focused studies.