The Role of Social Media Platforms in Sports Startups: Branding, Engagement, and Business Growth

Purpose: With the expansion of ICT and the growing role of social media, sports startups have found unique opportunities to use these platforms as tools for digital transformation and business growth. This study examines the role of social media platforms (SMPs) in strengthening and developing sports startups. The primary objective of the research was to examine the impact of SMPs on key aspects of sports startups, including brand management, audience engagement, and business productivity. Methodology: The study employed deep exploratory analysis and semi-structured interviews with 64 university students in physical education. Thematic content analysis was used to identify key themes related to digital transformation, audience engagement, and brand management. Data validity was ensured through expert reviews and inter-coder reliability assessments. Findings: The findings revealed that SMPs are effective tools for digital transformation, helping startups grow and sustain themselves through effective brand management and targeted interactions. Additionally, digital marketing strategies, quality content creation, and advanced communication were identified as vital factors for success. Originality/value: The results suggest that promoting a sports culture and an active lifestyle through SMPs can attract a larger audience to these startups. Despite limitations such as sample size and geographic focus, the findings provide practical insights for managers and entrepreneurs of sports startups. This study emphasizes the importance of digital strategies and sustainable innovation for achieving long-term success in the competitive sports startup ecosystem.