Research question/purpose Instagram has become an increasingly popular tool for sport
organisations to share visual content. This study aims to examine how professional team …

The emergence of social media has had a profound impact on the way companies
communicate and connect with their customers. Indeed, brands across different industries …

In a globalised society, characterised by increasingly demanding markets and the
accelerated growth of the digital approach, sports organisations face the challenge of …

Purpose The purpose of this paper is to examine the effects of social media in brand
associations, particularly in regard to soccer fan clubs. Design/methodology/approach The …

Social-media platforms have become an important tool for sport marketers to communicate
their brand image and engage with fans. This study analyzed 1,115 Facebook posts and …

The aim of this study is to explore the evolving social media marketing strategies of football
clubs involved in the English Premier League (EPL), in a constantly changing sporting and …

Guided by the uses and gratification theory (UGT), this research aims to investigate the
influence of gratification (ie, personal, social, and tension release gratification) sought from …

Purpose Using uses and gratifications theory as a guide, the purpose of this paper is to
examine how fans are engaging with Major League Baseball (MLB) teams that are utilizing …

Purpose The purpose of this paper is to identify key social medial channels which
pharmaceutical firms need to consider when desiring to understand consumer behavior …

Purpose Professional football clubs currently strive for a number of concurrent goals,
ranging from on-field success to profit maximization to fan expansion and engagement. The …