What content do fans like? Identifying key elements of elite athletes' instagram posts from the fans perspective

<p dir="ltr"><b>Purpose</b> – One of the research gaps at the intersection of social media and athletes is understanding fans' preferences for elite athletes' Instagram content. This study aims to identify the key elements of content on elite athletes' Instagram pages based on fan perspectives.</p><p dir="ltr"><b>Methodology</b> – We conducted a thematic analysis using data extracted from semi-structured interviews with 26 fans.</p><p dir="ltr"><b>Findings</b> – The analysis revealed that fans prefer two main themes and nine sub-themes for athletes' Instagram content: sports content (entertainment, information and knowledge, athlete and club performance, nostalgia and sensitive moments, fan orientation, appropriate and supportive) and non-sports content (social responsibility, promotion, personal life).</p><p dir="ltr"><b>Originality/Value</b> – As the first study to examine fans' preferences regarding elite athletes' Instagram content, it provides new insights into the intersection of social media and athletics. It also introduces a clear strategy for managing athletes' social media content.</p>