THE INFLUENCE OF SOCIAL MEDIA ON ATHLETE MENTAL HEALTH AND PERFORMANCE IN SWEDEN

Abstract

This study investigates how social media affects athletes' performance and mental health in Sweden. Athletes' lives now revolve around social media since it provides them with channels for fan interaction, self-promotion, and sponsorship opportunities. However, they also come with drawbacks, such as performance anxiety, issues with body image, and cyberbullying. The research was based on primary data analysis to determine the research using SPSS software, and the generated results included descriptive statistics, correlation coefficient, and model summary, which also explained the regression analysis between them. This study examines the complex link between social media and athlete well-being, drawing on previous research and observations from Swedish sports organizations, psychologists, and athletes. Significant research shows that although social media may increase an athlete's reach and visibility, it can also increase stress and worry, adversely affecting performance and mental health. Swedish sports organizations are putting policies in place to assist athletes in navigating the digital realm as they become more aware of how important it is to handle these issues. These tactics include encouraging positive role modelling, teaching athlete’s responsible social media usage, and implementing policies to deal with cyberbullying. The overall result found that social media directly influences athletes' mental health and performance in Sweden. Stakeholders' cooperation and ongoing research will be crucial to provide evidence-based treatments and promote a positive environment for athletes in Sweden. By maximizing social media's benefits and minimizing its drawbacks, Sweden hopes to equip athletes to succeed in the digital era, both on and off the pitch.