<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Although LinkedIn is the world’s largest professional networking site, the research concerning self-presentation on the platform is limited and fragmented. The main goal of the study was to explore the self-presentation of Polish football managers on LinkedIn in four dimensions: completeness and attractiveness of the profile, network-embeddedness, and activity. Using quantitative content analysis of managers’ profiles (N=319), the research shows that the managers exploit the potential of LinkedIn to build their personal professional brand only in a very limited and mostly static way. In addition, the self-presentation in LinkedIn is the best among managers working in Polish Football Association, improves with the length of professional experience, and shows only slight differences between women and men.</p></abstract>

Although LinkedIn is the world’s largest professional networking site, the research concerning self-presentation on the platform is limited and fragmented. The main goal of the study was to explore the self-presentation of Polish football managers on LinkedIn in four dimensions: completeness and attractiveness of the profile, network-embeddedness, and activity. Using quantitative content analysis of managers’ profiles (N=319), the research shows that the managers exploit the potential of LinkedIn to build their personal professional brand only in a very limited and mostly static way. In addition, the self-presentation in LinkedIn is the best among managers working in Polish Football Association, improves with the length of professional experience, and shows only slight differences between women and men.

Self-Presentation of Polish Football Managers on Linkedin

Social Communication

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

{"article-title":"Self-Presentation of Polish Football Managers on Linkedin"}

Although LinkedIn is the world’s largest professional networking site, the research concerning self-presentation on the platform is limited and fragmented. The...

Self-Presentation of Polish Football Managers on Linkedin

Published Online: Oct 07, 2019

Page range: 15 - 26

DOI: https://doi.org/10.2478/sc-2019-0003

Keywords
LinkedIn, sport management, self-presentation, personal brand

© 2019 Aleksandra Kuzior, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Self-Presentation of Polish Football Managers on Linkedin

Published Online: Oct 07, 2019

Page range: 15 - 26

DOI: https://doi.org/10.2478/sc-2019-0003

KeywordsLinkedIn, sport management, self-presentation, personal brand

© 2019 Aleksandra Kuzior, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
LinkedIn, sport management, self-presentation, personal brand