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 fully revised and updated version of this classic text examines the link between three
key obsessions of the 21st century: the media, sport and popular culture. Gathering new …

The purpose of this research was to develop the Sports Consumer-Team Relationship
Quality Scale (SCTRQS). In Study I, content validity was established through a …

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 …

Research question: The sports industry has witnessed sustained growth. The cultural,
symbolic and stakeholder-embedded nature of sport provides a dynamic setting for …

Purpose–There is debate and controversy about the use of branding in sport. Often, fans
show loyalty to their club that many brands could only dream of, and a key argument of …

Relationship marketing is an important issue in every business. Knowing the customers and
establishing, maintaining and enhancing long-term customer relationships is a key …

Purpose–The purpose of this paper is to review the development and potential applications
of emerging information and communication technologies (ICTs) in sports. The case studies …

Previous studies examining consumption behaviours at sport events have primarily focused
on mega events and oftentimes overlooked those small to midsize events, such as city …

The purpose of this paper is to develop detailed insight into loyalty among football fans of
Hibernian FC, moving beyond typologies to a more socially grounded approach. Issues …