{"id":"https://openalex.org/W7218323945","doi":null,"title":"Exploring Athlete Personal Branding: An Analysis of Audience Reception of Instagram Ads","display_name":"Exploring Athlete Personal Branding: An Analysis of Audience Reception of Instagram Ads","publication_year":2025,"publication_date":"2025-12-10","ids":{"openalex":"https://openalex.org/W7218323945"},"language":"en","primary_location":{"id":"pmh:oai:ojs2.ojs.uph.edu:article/10631","doi":null,"is_oa":true,"landing_page_url":"https://ojs.uph.edu/index.php/IConEnt/article/view/10631","pdf_url":"https://ojs.uph.edu/index.php/IConEnt/article/download/10631/5424","source":{"id":"https://openalex.org/S7407066936","display_name":"Proceedings of the International Conference on Entrepreneurship (IConEnt)","issn_l":"2988-2664","issn":["2988-2664"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310315146","host_organization_name":"Pelita Harapan University","host_organization_lineage":["https://openalex.org/P4310315146"],"host_organization_lineage_names":["Pelita Harapan University"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2988-2664","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://ojs.uph.edu/index.php/IConEnt/article/download/10631/5424","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5098666577","display_name":"Mardyan Widjaja","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4405276025","display_name":"Universitas Kalbis","ror":"https://ror.org/04q03kr42","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405276025"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Mardyan Widjaja","raw_affiliation_strings":["Kalbis University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kalbis University","institution_ids":["https://openalex.org/I4405276025"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5037984433","display_name":"Altobeli Lobodally","orcid":"https://orcid.org/0009-0004-8824-4620","observed_orcids":["https://orcid.org/0009-0004-8824-4620"]},"institutions":[{"id":"https://openalex.org/I4405276025","display_name":"Universitas Kalbis","ror":"https://ror.org/04q03kr42","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405276025"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Altobeli Lobodally","raw_affiliation_strings":["Kalbis University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Kalbis University","institution_ids":["https://openalex.org/I4405276025"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4405276025"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.3700999915599823,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.3700999915599823,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.263700008392334,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.09600000083446503,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/instagram-advertising","display_name":"Instagram advertising","score":0.8569999933242798},{"id":"https://openalex.org/keywords/audience-reception","display_name":"audience reception","score":0.6620000004768372},{"id":"https://openalex.org/keywords/encoding-decoding-theory","display_name":"encoding-decoding theory","score":0.859000027179718},{"id":"https://openalex.org/keywords/stuart-hall","display_name":"Stuart Hall","score":0.9779999852180481},{"id":"https://openalex.org/keywords/negotiating-positions","display_name":"negotiating positions","score":0.9739999771118164},{"id":"https://openalex.org/keywords/unhealthy-food-advertising","display_name":"unhealthy food advertising","score":0.593999981880188}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6601999998092651},{"id":"https://openalex.org/C2778444522","wikidata":"https://www.wikidata.org/wiki/Q1081491","display_name":"Football","level":2,"score":0.6166999936103821},{"id":"https://openalex.org/C199776023","wikidata":"https://www.wikidata.org/wiki/Q202875","display_name":"Negotiation","level":2,"score":0.6121000051498413},{"id":"https://openalex.org/C527412718","wikidata":"https://www.wikidata.org/wiki/Q855395","display_name":"Interpretation (philosophy)","level":2,"score":0.536300003528595},{"id":"https://openalex.org/C2781054738","wikidata":"https://www.wikidata.org/wiki/Q4813730","display_name":"Athletes","level":2,"score":0.48010000586509705},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.43209999799728394},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4219000041484833},{"id":"https://openalex.org/C2781286702","wikidata":"https://www.wikidata.org/wiki/Q2604680","display_name":"Target audience","level":2,"score":0.3675000071525574},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.3411000072956085},{"id":"https://openalex.org/C198082294","wikidata":"https://www.wikidata.org/wiki/Q3399648","display_name":"Position (finance)","level":2,"score":0.3395000100135803},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.31220000982284546},{"id":"https://openalex.org/C29595303","wikidata":"https://www.wikidata.org/wiki/Q165650","display_name":"Media studies","level":1,"score":0.31209999322891235},{"id":"https://openalex.org/C162446236","wikidata":"https://www.wikidata.org/wiki/Q653137","display_name":"Content analysis","level":2,"score":0.2815000116825104},{"id":"https://openalex.org/C194943564","wikidata":"https://www.wikidata.org/wiki/Q1129049","display_name":"Participant observation","level":2,"score":0.2784999907016754},{"id":"https://openalex.org/C120936955","wikidata":"https://www.wikidata.org/wiki/Q2155640","display_name":"Empirical research","level":2,"score":0.2685999870300293},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.26489999890327454},{"id":"https://openalex.org/C38309615","wikidata":"https://www.wikidata.org/wiki/Q7579398","display_name":"Sport communication","level":3,"score":0.26030001044273376},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.2572000026702881}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:ojs2.ojs.uph.edu:article/10631","doi":null,"is_oa":true,"landing_page_url":"https://ojs.uph.edu/index.php/IConEnt/article/view/10631","pdf_url":"https://ojs.uph.edu/index.php/IConEnt/article/download/10631/5424","source":{"id":"https://openalex.org/S7407066936","display_name":"Proceedings of the International Conference on Entrepreneurship (IConEnt)","issn_l":"2988-2664","issn":["2988-2664"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310315146","host_organization_name":"Pelita Harapan University","host_organization_lineage":["https://openalex.org/P4310315146"],"host_organization_lineage_names":["Pelita Harapan University"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2988-2664","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:ojs2.ojs.uph.edu:article/10631","doi":null,"is_oa":true,"landing_page_url":"https://ojs.uph.edu/index.php/IConEnt/article/view/10631","pdf_url":"https://ojs.uph.edu/index.php/IConEnt/article/download/10631/5424","source":{"id":"https://openalex.org/S7407066936","display_name":"Proceedings of the International Conference on Entrepreneurship (IConEnt)","issn_l":"2988-2664","issn":["2988-2664"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310315146","host_organization_name":"Pelita Harapan University","host_organization_lineage":["https://openalex.org/P4310315146"],"host_organization_lineage_names":["Pelita Harapan University"],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2988-2664","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7218323945.pdf","grobid_xml":"https://content.openalex.org/works/W7218323945.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W4226458181","https://openalex.org/W3203518063","https://openalex.org/W7161214305","https://openalex.org/W7130569412","https://openalex.org/W3080419682","https://openalex.org/W3128367464","https://openalex.org/W4317103374","https://openalex.org/W7104383614","https://openalex.org/W7150381236","https://openalex.org/W7008160468"],"abstract_inverted_index":{"This":[0,58],"study":[1,59,82,94],"aims":[2],"to":[3,45,54],"analyze":[4],"the":[5,8,13,39,46,61,68,85,93,126],"interpretation":[6],"of":[7,16,63,70,128,137],"Sepbol":[9],"football":[10],"Community":[11],"about":[12],"personal":[14],"branding":[15,26],"an":[17,28],"athlete":[18],"in":[19,34,92,96,103,111,118],"Lay's":[20],"Chip":[21],"Cam":[22],"Instagram":[23],"ads.":[24],"Personal":[25],"is":[27,110,117],"interesting":[29],"strategy":[30],"for":[31],"ad":[32],"creators":[33],"promoting":[35],"a":[36,104,112,119,134],"product.":[37],"Although":[38],"products":[40],"advertised":[41],"are":[42,102],"often":[43],"contradictory":[44],"brand":[47,131],"ambassador":[48],"chosen.":[49],"Like":[50],"athletes":[51,129],"that":[52,84],"used":[53],"promote":[55],"unhealthy":[56],"foods.":[57],"uses":[60],"theory":[62],"encoding-Decoding":[64],"Stuart":[65],"Hall,":[66],"with":[67],"method":[69],"audience":[71],"reception":[72],"analysis":[73],"and":[74],"in-depth":[75],"interviews":[76],"as":[77,130],"data":[78],"collection":[79],"techniques.":[80],"The":[81,115],"found":[83],"four":[86],"community":[87],"members":[88],"who":[89],"were":[90,95],"informants":[91],"two":[97],"different":[98,135],"positions.":[99],"Four":[100],"people":[101],"hegemonic-dominant":[105],"position,":[106],"yet":[107],"one":[108],"person":[109],"negotiating":[113,120],"position.":[114],"informant":[116],"position":[121],"because":[122],"his":[123],"arguments":[124],"regarding":[125],"use":[127],"ambassadors":[132],"have":[133],"dichotomy":[136],"functions.":[138]},"counts_by_year":[],"updated_date":"2026-10-06T10:28:23.643775","created_date":"2026-10-03T00:00:00"}