Analysis of the Reproduction of Professional Athletes' Social Capital in Digital Platforms Using a Mixed-Methods Approach

Document Type : Research/Original/Regular

Authors

Department of Sport Management, Faculty of Sports Sciences, University of Isfahan, Isfahan, Iran

10.22059/jscm.2025.400018.2617

Abstract

This study aims to analyze the reproduction of professional athletes' social capital in digital platforms using a mixed-methods approach. Given technological advancements and the prominent role of social media in athletes' professional lives, this research seeks to elucidate the conceptual and empirical dimensions of digital social capital reproduction. The research was conducted in two phases: qualitative and quantitative. In the qualitative phase, a Grounded Theory approach (Glaserian perspective) was employed, analyzing semi-structured interviews with 18 professional athletes. This led to the identification of 12 sub-categories and four main categories. In the quantitative phase, the Analytical Hierarchy Process (AHP) and the pairwise comparison tool were utilized with the participation of 12 experts to determine the priority and weight of the categories. A low inconsistency rate (CR=0.058) indicated the reliability of the data. The four main categories identified were relational, structural, and cognitive social capital, along with digital facilitating factors. Results showed that relational social capital, with the highest weight (0.460), was the most significant factor in the reproduction of digital social capital. This category included mutual trust, fan loyalty, and digital social support. Other categories also encompassed key elements such as network interactions, mental image, shared meaning, and media literacy. The findings indicate that the reproduction of digital social capital is a complex and multilayered process requiring targeted communication strategies, leveraging platform capacities, and enhancing media literacy. The research findings also have practical implications for clubs, cultural institutions, and policymakers in supporting athletes in the digital age.

Keywords

Main Subjects

References

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Social Capital Management
Volume 12, Issue 4
January 2026
Pages 355-368

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