In this review article, we aim to explore and promote dialogue regarding the use of
contemporary qualitative research methods being used in sport management. The first …

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

Women fans have entered the traditionally male domain of the sports stadium in growing
numbers in recent years. Watching professional sport is important for women for so many …

Research question Using the theoretical lens of social capital, this study explores the
challenges faced by female football fans in performing their fandom on social media, and …

Sport consumer behavior researchers have developed a robust understanding of how and
why people consume sport, and the consequences of consumption. There has been little …

Women worldwide are making their presence felt as sport fans in rapidly increasing
numbers. This book makes a distinctive and innovative contribution to the study of sport …

Highlights• We conceptualized clothing as artifacts.• We theorized women consumers'
decision making using third-wave feminism.• Women sport consumers use team apparel to …

Purpose This study aims to investigate how sports customers adopted over-the-top (OTT)
services to consume sport content. Inspired by the technology acceptance model (TAM), the …

Media technologies and digital practices are reshaping and redefining the future of sport
fandom. This article points to some of the utopian and dystopic transformations for fandom …

By the metric of average home attendance, the Portland Thorns of the National Women's
Soccer League are the most popular women's professional sports team in the world. This …