Sport and Social Media in Business and Society

Gashaw Abeza (Towson University, USA), Ryan King-White (Towson University, USA)

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English

Routledge
06 May 2025

Humanities; Media studies; Sport & leisure industries

Series: Routledge Focus on Sport, Culture and Society

This concise, practical book examines the significance of social media for the sport industry, explaining key concepts and sharing tools and best practice for the use of social media in sport business communication.

Accessibly written and avoiding jargon, the book considers the history, development, commercial impact, social effects, and the legal and ethical concerns of social media in the context of sport. Covering all levels of sport, from professional to grassroots, the book includes international cases and examples throughout, presenting key findings from current research. It also explains the role of social media agencies and the fundamentals of managing a sport organization’s social media platforms and outputs.

This book is essential reading for all sport business professionals and for any sport business, management, or marketing student looking for a primer on this important and growing subject.

By: Gashaw Abeza (Towson University USA), Ryan King-White (Towson University, USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 216mm, Width: 138mm,
Weight: 230g
ISBN: 9781032415048
ISBN 10: 1032415045
Series: Routledge Focus on Sport, Culture and Society
Pages: 114
Publication Date: 06 May 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

1. The Basics of Social Media and Sport, 2. Social Media and Sport Business, 3. Social Media Platforms Management, 4. Social Media and Traditional Media, 5. Social Media and Legal and Ethical Issues, 6. Social Media and Social Issues

Gashaw Abeza is recognized as one of the leading scholars in the field of social media in sport. He is Associate Professor at Towson University, USA, and a member of the editorial board of nine different academic journals. Dr. Abeza serves as a sport management consultant in different countries, and he is a Research Fellow and Doctoral Advisor at Munich Business School, Germany. Ryan King-White is recognized as one of the leading scholars in the field of physical cultural studies. He is Associate Professor of Sport Management in the Department of Kinesiology at Towson University, USA. Dr. King-White has expertise in a range of socio-cultural topics, including global sport spectacles, intercollegiate athletics, youth sport, qualitative research methodology, and critical pedagogy.