Research question The number of studies dealing with digital innovation in sport marketing
has increased rapidly in recent years. These studies address the global phenomenon of …

Building on the foundational study conducted by Abeza et al., this work extends the
investigation by critically reviewing social media research in sport studies published from …

ABSTRACT Research Question: Social media platforms provide opportunities for athletes to
promote their personal brands and attract engagement from consumers. Through this …

This study examined how both nonprofit and for-profit organizations use Twitter, a social
media platform, to establish a dialogic relationship with their publics. Specifically, the study …

Purpose The purpose of this paper is to investigate the differences in consumer pleasure,
arousal and purchase intention when consumers encounter food advertising on Instagram …

ABSTRACT Research Question: The current study examined the role of signalling and
source credibility on athlete-related social media content. We examined the effect of three …

There are many social media uses for professional athletes. From sharing their personal
lives, professional highlights, and opinions to product placements and endorsements …

Athlete brands exist within a network of brand relationships. Thus, considering the joint
influences of related brands at different levels (league, team, and athlete) is essential for …

Purpose This paper aims to examine the antecedents of brand passion and brand
community commitment, namely, self-congruity and athlete attraction, as well as their effects …

ABSTRACT Research Question: The current research examined the effect of an athlete
promoting his philanthropic efforts to his Instagram followers. Specifically, we assessed how …