Social Media in Sport: Evidence-Based Perspectives

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Gashaw Abeza (Towson University, USA) Jimmy Sanderson (Texas Tech University, USA)

Social Media in Sport

Evidence-Based Perspectives

Gashaw Abeza (Towson University, USA), Jimmy Sanderson (Texas Tech University, USA)

$284

Hardback

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English

Routledge
05 December 2023

Media studies; Tourism industry; Hospitality industry; Digital lifestyle

Series: Routledge Research in Sport Business and Management

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.

Presenting new research, case studies and data, it examines the way people use social media, the changing art of managing social media platforms, and the theory and concepts that inform research on this important topic. Featuring the work of leading sport researchers from around the world, the book presents evidence-based analysis of contemporary topics including fan engagement, athlete activism, branding and sponsorship strategies, sportswashing, public relations and crisis communication. It presents case studies from sports and events such as the Olympic Games, the WNBA, professional football leagues, and Peloton, and across social media platforms including TikTok, Twitter and Instagram.

This is essential reading for anybody with an interest in sport media, sport business, the sociology of sport, digital business, or new media studies.

Edited by: Gashaw Abeza (Towson University USA), Jimmy Sanderson (Texas Tech University, USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 548g
ISBN: 9781032595375
ISBN 10: 103259537X
Series: Routledge Research in Sport Business and Management
Pages: 200
Publication Date: 05 December 2023
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

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.