Game Changers: how Marketable Lifestyle, Brand Image, and Athlete Activism Spark Fan Responses on Social Media

Key Points

• The study aims to explore how marketable lifestyle and athlete activism affect fan engagement on social media.
• Analyzed social media engagement data
• Examined brand image strategies
• Explored athlete activism initiatives
• Increased fan engagement correlates with positive brand image
• Athlete activism garners substantial attention on social platforms
• Fans show heightened responsiveness to lifestyle branding strategies

Abstract