Abstract

The present research was conducted by studying socio-cultural barriers in branding Iraqi female handball athletes on social media and providing solutions. This study employed a qualitative grounded theory method using Charmaz's constructivist approach and purposive snowball sampling from three expert groups: sports management faculty, sports marketing specialists, and public relations and media experts in Iraqi sports. Theoretical sampling was utilized, beginning with initial conceptual categories and continuing until the twelfth interview when theoretical saturation was achieved. To assess validity, Charmaz's "dependability" criteria were employed, including precise data selection, systematic comparison among the three expert groups, and continuous interaction with participants. Research reliability was established using a second coder and calculating agreement percentages, yielding 81%, indicating adequate trustworthiness. Interview analysis followed Charmaz's constructivist approach, comprising two stages of initial and focused coding, with findings repeatedly reviewed and refined by the research team. The research findings identified five main categories of socio-cultural barriers. In response, six fundamental solutions were presented, including addressing identity barriers, managing family tensions, confronting social pressures, role modeling and discourse creation, professional empowerment, and media and communication strategies to overcome these obstacles. Implementation of these solutions could lead to individual-economic achievements, socio-cultural transformations, and enhancement of international standing. Based on the research findings, it is recommended that sports federations establish branding consultation centers, conduct training courses on media skills, and develop supportive policies for athletes' active presence in cyberspace. Additionally, creating specialized units for female athlete branding, incorporating media literacy courses into physical education programs, implementing family awareness programs, and developing specialized digital platforms for female athletes is essential.