Longitudinal study (2019-2025) of the presence of female athletes on Instagram
DOI:
https://doi.org/10.24310/riccafd.14.2.2025.21879Keywords:
sports, women, social networks, Instagram, influencerAbstract
Studies from a gender perspective on social networks and sport are becoming more and more frequent. The present study examined the evolution of the most prominent Spanish sportswomen over a seven-year period (2019-2025). This longitudinal and descriptive study examined 50 athletes with the most followers on Instagram. The findings have demonstrated an exponential growth of female athletes on this social network during the period analysed, with some reaching the status of mega-influencers. The annual evolution has been parallel to generational changes, going from generation X athletes to generation Z athletes in the Top50. The substantial growth in the number of followers on the social network is associated with the achievements attained in major international sporting events. The analysis also reveals a shift in the characteristics of the sample, with an increasing number of female footballers attaining positions of influence and a decline in the diversity of sporting disciplines. Further studies should examine how these influencers utilise Instagram.
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