Abstract

Relevance of the research. It is suggested here that social networks are the most important tools for the image creation the context of organizational and personal image management, which presents the problem of research. The purpose of the research is to present a brief overview of theories pertaining organizational image and its main features; to provide a more detailed analysis of social networks and it is leveraging for creation and management of professional athlete image. The object of research is the mass media outlets and social networks. Analysis of recent researches and publications, which initiated the solution of this problem: use of articles by authorsCornelissen, Mamedaityte, Druteikiene, Virvilaite, Dilys, Scott, Dulworth, Goffman, Arai et al., Neves et al., etc. The methodology of the research. In order to fulfill these objectives, an academic literature analysis, and theoretical modeling and interpretation methods were applied. Conclusions. Organizational image refers to identity, vision and basic operational aspects of organization. It is one of the most important phenomena of organization management, as positive image enables organization to achieve competitive advantage and strengthen connection with target groups. Professional athletes contribute to the creation of sport organization image. At the same time, professional athletes create their own image and brand. Using their athletic achievements, celebrity lifestyle and personal facade, professional athletes utilize social networks in order to create and enhance personal image. Organizational image refers to identity, vision and basic operational aspects of organization. It is one of the most important phenomena of organization management, as positive image enables organization to achieve competitive advantage and strengthen connection with target groups. Professional athletes contribute to the creation of sport organization image. At the same time, professional athletes create their own image and brand. Using their athletic achievements, celebrity lifestyle and personal facade, professional athletes utilize social networks in order to create and enhance personal image.