IVANYTSKYI N. FORMATION OF AN ATHLETE’S MEDIA BRAND THROUGHOUT THEIR CAREER BASED ON SHORT VIDEO FORMATS (REELS, TIKTOK). Herald of Khmelnytskyi National University. Economic sciences [Internet]. 2025 Dec. 11 [cited 2026 Jan. 28];348(6):417-22. Available from: https://heraldes.khmnu.edu.ua/index.php/heraldes/article/view/2522