The COVID-19 pandemic has impacted sport and events greatly with a shutdown of leagues
and the postponement of events like the 2020 Tokyo Olympic Games. However, new media …

The purpose of this study was to examine Olympic athletes' self-presentation on Instagram, a
social media outlet on which users post photographs as their primary communication …

Today's elite athletes face increasing demands to develop a new media presence in order to
build their personal brand and connect with a wide variety of stakeholders. Myriad studies …

The increased global popularity of social media has led many consumer brands to
increasingly turn to consumer-to-consumer marketing methods in recent years. One such …

Purpose Social network sites are key marketing tools that allow brands to connect and
engage with consumers. However, there is still a lack of evidence of their value for football …

Purpose–Over the past two decades the subject and growth of social media has been
exponential, along with its relevance to the sport marketing industry. The purpose of this …

Purpose As the popularity of social media increases, sports brands must develop specific
strategies to use them to enhance fan loyalty and build brand equity. The purpose of this …

This case study examined how a large university in the southern US incorporated branding
strategies into its social-media content. Specifically, the strategies for using text-based social …

Community sport foundations (CSFs), like other non-profit organizations, are increasingly
employing social media such as Twitter to communicate their mission and activities to their …

Because social media encourage two-way communication and interaction, they are valuable
relationship-building tools for the marketer who chooses to use them to build dialogue and …