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E-raamat: Social Media in Sport: Evidence-Based Perspectives [Taylor & Francis e-raamat]

Edited by (Towson University, USA), Edited by (Texas Tech University, USA)
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Taylor & Francis e-raamatudRohkem infot Taylor & Francis e-raamatute kohta
Raamatu kodulehekülg: https://www.taylorfrancis.com/books/9781003455103
"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 footballleagues, 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"--

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.



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.

Part I: Introduction
1. The Evolving Landscape of Social Media
Management: Navigating Changes in Usage and Platform Dynamics Part II:
Socio-Cultural Aspects of Sport and Social Media
2. Fandom and Activism:
Experimenting with Memetic Communication Appeals About Human Rights Issues
During the 2022 Winter Olympic Games
3. Voiceless Entertainers? Sports
Fans Views on Athlete Activism in the United States
4. Twittersphere,
Sports, and the Creation of an (Activist) Community: #Morethananathlete
5.
Crisis, Social Media, and Large Sporting Events: Approaches, Insights, and an
Emerging Direction Part III: Business Aspects of Sport and Social Media
6.
Investigating Football Fan Engagement Through Instagram: Love, Laughter, and
Loyalty
7. Visual Social Media Usage and Human Branding Approaches by Peloton
Instructors
8. Poor Nations Sponsoring Wealthy Sport Clubs: Place Branding or
Sportswashing? Part IV: Theoretical and Conceptual Aspects of Sport and
Social Media
9. Toward a Full Embrace of Goffmans Dramaturgy within
Self-Presentation Analyses
10. Sport Public Relations: An Evolution from
Media Relations to Digital Image Management Through Co-Creational Strategy
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.
Püsilink: https://www.kriso.ee/db/9781003455103_pe.html
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