  The purpose of this study is to examine Olympic champions' characteristics on
Instagram to first understand whether differences exist between male and female
athletes and then to find possible correlations between these characteristics.
We utilized a content analytic method to analyze Olympic gold medalists'
photographs on Instagram. By this way we fetched data from Instagram pages of
all those Rio2016 Olympic gold medalists who had their account publicly
available. The analysis of data revealed the existence of a positive monotonic
relationship between the ratio of following/follower and the ratio of
engagement to follower for men gold medalists, and a strong negative monotonic
relationship between age and ratio of self-presenting post of both men and
women gold medalists which even take a linear form for men. These findings
aligned with the relative theories and literature may come together to help the
athletes to manage and expand their personal brand in social media.
