The emergence of social media has profoundly impacted the delivery and consumption of
sport. In the current review we analysed the existing body of knowledge of social media in …

This work critically assesses the history and current state of social media scholarship in sport
management research. Methodologically, the study is based on a comprehensive census …

The richness of social media data has opened a new avenue for social science research to
gain insights into human behaviors and experiences. In particular, emerging data-driven …

Social media brand pages act as excellent means for engaging consumers. While most
sport clubs use social media such as Facebook to enhance fan engagement, extant …

Sport fans develop unique and engaging relationships with their favourite sport teams, both
offline and online. However, research on sport fan engagement is still limited in relation to …

Sports, and the fans that follow them, are everywhere. Sport Fans: The Psychology and
Social Impact of Fandom examines the affective, behavioral, and cognitive reactions of fans …

The emergence of social media has had a profound impact on the way companies
communicate and connect with their customers. Indeed, brands across different industries …

This study aims to obtain an in-depth understanding of the use, opportunities, and
challenges related to social media (SM) in achieving relationship marketing (RM) goals in …

Much of the public relations research on online relationship building has examined social
media content for the use of the dialogic principles outlined by Kent and Taylor (1998) …

Social Media (SM) is an established channel by which organisations can create and seek to
co-create value with consumers and other stakeholders. However, the role of SM in building …