Athletes’ perceptions and experiences of sport-specific content on social media: a qualitative study

This study aims to examine athletes’ perceptions and experiences of sport-related social media content and its perceived impact on their athletic lives. Specifically, it explores how athletes interpret such content, how they are affected by it, and how they experience their own social media posts. By focusing on athletes’ lived experiences, this study contributes to the literature by highlighting the subjective meanings athletes attach to sport-specific digital content. The research was conducted using a phenomenological design, which was considered appropriate for understanding athletes’ personal interpretations and lived experiences. The study group consisted of 20 athletes aged 18 and over who had competed for at least two years and were selected through criterion sampling. Data were collected using a semi-structured interview form and analyzed through thematic analysis. Six main themes emerged: psychological and emotional impact, dual impact on performance, critical perspective on digital content, role modeling and identification, national and cultural belonging, and coping with negative comments. The findings indicate that participants perceived social media as having both supportive and challenging effects on their athletic experiences. Participants reported that sport-specific content contributed to their motivation, self-confidence, technical learning, and role modeling. However, posts featuring success, medals, and performance were perceived as triggering social comparison, pressure, and feelings of inadequacy in some athletes. The findings also show that athletes questioned the authenticity, source, and commercial purpose of digital content, while posts by national athletes reinforced pride and belonging. These results suggest that conscious and critical social media use may support athletes’ development, while also requiring guidance from coaches and sport organizations.