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This book takes a close look at social media in sport and considers its significance for sport business and for the wider relationship between sport and society.
Part I: Introduction, 1. The Evolving Landscape of Social Media Management: Navigating Changes in Usage and Platform Dynamics, Part II: Socio-Cultural Aspects of Sport and Social Media, 2. Fandom and Activism: Experimenting with Memetic Communication Appeals About Human Rights Issues During the 2022 Winter Olympic Games, 3. ‘Voiceless Entertainers’? Sports Fans’ Views on Athlete Activism in the United States, 4. Twittersphere, Sports, and the Creation of an (Activist) Community: #Morethananathlete, 5. Crisis, Social Media, and Large Sporting Events: Approaches, Insights, and an Emerging Direction, Part III: Business Aspects of Sport and Social Media, 6. Investigating Football Fan Engagement Through Instagram: Love, Laughter, and Loyalty, 7. Visual Social Media Usage and Human Branding Approaches by Peloton Instructors, 8. Branding Strategies and Practices via Instagram: A Case of an International Sport League, 9. Poor Nations Sponsoring Wealthy Sport Clubs: Place Branding or Sportswashing?, Part IV: Theoretical and Conceptual Aspects of Sport and Social Media, 10. Toward a Full Embrace of Goffman’s Dramaturgy within Self-Presentation Analyses, 11. Sport Public Relations: An Evolution from Media Relations to Digital Image Management Through Co-Creational Strategy
Gashaw Abeza is Associate Professor at Towson University, USA, and serves as a Research Fellow and Doctoral Advisor at Munich Business School, Germany. He has a long-standing and on-going research program studying the impact of social media on the sport industry and its implications for society at large. Currently, Dr Abeza serves on the editorial boards of nine different academic journals.
Jimmy Sanderson is Associate Professor in the Department of Kinesiology and Sport Management at Texas Tech University, USA. His research focuses on the impact of social media in sport. Dr Sanderson serves on the board of six journals and consults with various entities in the sport industry on social media issues.
