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 research contributes to our understanding of the name, image, and likeness (NIL) value
of student-athletes' social media profiles. In Study 1, we scraped data from the Twitter (N f …

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

Despite consistent interest in sport brands and the multitude of brands in the sport
ecosystem, extant knowledge remains fragmented and unstructured. The purpose of this …

Research question The study aims to explore agents' motives and strategies in presenting
elite athletes with disabilities (EAwD). Research methods Utilising a phenomenological …

Some jobs have a higher level of challenges and adversities. Individuals pursuing these
jobs learn how to react to challenges and build up resilience. Within this study, we …

Research question Online abuse is prevalent in sport and can be the by-product of trigger
events–reactive social media posts that motivate online hate. Little is known about what …

Although some scholars have argued that social media provide opportunities for
sportswomen to bypass mainstream media reporting, there is little existing research on how …