... as an interpretive framework for online discourse. It refines sport social media sentiment measurement beyond valence and links attribution and sentiment as interlocking components of fan discourse. Gyujik Han can be contacted at: gyujik.han@ufl.edu 15 04 2025 25 10 2025 17 02 2026 22 03...

...Wonyul Bae; Ho Yeol Yu; Michael L. Naraine; Minseok Cho Purpose The purpose of this study is to extend the self-presentation theory by examining how different types of athlete-generated social media content, categorized as frontstage, backstage and hidden stage, affect fan engagement on social...

...Jessica R. Braunstein-Minkove; Beth A. Cianfrone Purpose Sport organizations' social media activity contributes to their brand equity; however, interactions can become a crisis if team engagement is deemed controversial, in opposition to their brand personality or negatively impacts financial...

...Justin Marthinus; Rodney Graeme Duffett; Brendon Knott Purpose Social media has revolutionized marketing communication (MC). Rugby is South Africa’s most professionalized sport, leading the industry in its business management structure as well as its high-performance achievements. However, below...

... the significance of comprehending user motivations and factors related to technology and social media in the context of maintaining or increasing followership and viewership for fitness content providers. Originality/value The findings suggest that individuals with high expectations and facilitating conditions...

...Wenche Wang Purpose Social media enables sport organizations to connect with customers in a dynamic, ubiquitous, and timely manner. Although these organizations routinely use social media, the best practices to improve customer engagement remain elusive. This paper aims to examine National...

... was to examine the branding effects of a COVID-19 mass vaccination center as communicated by (1) a sport entity (i.e. stadium and its two teams) and (2) the public. Design/methodology/approach The authors analyzed the entity's social media messages related to the mass vaccination center for the three groups...

...Olan K.M. Scott; Nicholas Burton; Bo Li Purpose This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the dataset to uncover how official sponsors of the Canadian and Australian...

... an inductive approach, as the field embarks to advance scholarship. As reported in Tables 1 and 2 , respectively, the presence of BD research is evident in sport marketing. Most sport marketing research meeting the specified criteria was closely associated with social media data and panel data concerning...

...Alcina Gaspar Ferreira; Cátia Fernandes Crespo; Cédric Mendes Purpose In this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In particular, we focus on the sport celebrity's athletic...

...Brandon Mastromartino; Michael L. Naraine Purpose The purpose of this study was to examine the effectiveness of social media strategies of sport organizations when an unexpected absence of relevant content occurs. The study explored the typologies of Instagram posts of NHL teams and measured...

... social media channels, depending on their level of sports involvement. Design/methodology/approach The design for this experiment utilized 2 (highly involved vs less involved sports consumers) × 2 (high-tech vs non-high-tech cameras) between-subjects design. Overall, 289 US-based sports consumers...

... brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram. Design/methodology/approach An online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand...

...Nick Burton Purpose The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup...

... is one of the first studies to examine how rivalries impact social media behavior. The following function is developed to model factors that may influence the users’ mention of a team in their Twitter posts. The function is presented as: (1) P = f ( F , T , M , R...

..., the researchers sought to explore whether factors such as the content of social media messages, athlete’s performance, event presentation, scheduling, and TV broadcasting contribute to enhancing fans’ interests in following NGBs on Twitter during the Olympic Games. In total, 33 American NGB Twitter accounts...

... through social media, the conditions under which storytelling evolve have altered significantly. Therefore, the purpose of this paper is to explain how storytelling in the sports sector becomes integrated in social media. Design/methodology/approach A conceptual review in three sequential steps...

...Petros Parganas; Christos Anagnostopoulos; Simon Chadwick Purpose The purpose of this paper is to examine the effects of social media in brand associations, particularly in regard to soccer fan clubs. Design/methodology/approach The study used a professional English Premier League soccer team...

...Nels Popp; Chad McEvoy; Nicholas Watanabe Purpose The purpose of this paper is to examine the relationship between growth in social media engagement, as defined by annual percentage increase in Facebook Likes and Twitter Followers, of US college athletics departments and outcome metrics...

...Bastian Popp; Claas Christian Germelmann; Benjamin Jung Purpose Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based anti-brand communities and their effects on the sports team...