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Volume 13 (2020): Issue 2 (Jun 2020)

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Routledge Handbook of Football Business and Management

Braden Norris

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ABC Sports: The Rise and Fall of Network Sports Television

Ellen J. Staurowsky

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Corpus Approaches to the Language of Sports: Texts, Media, Modalities

Robert Kennedy

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Identifying the Different Approaches in Use of Social Media Outlets: A Case Study of German Professional Sport Teams

Fabian Kautz, Michael Schaffrath, and Alex C. Gang

The sport industry has long used social media as an effective instrument of communication. In the framework of the current study, a content analysis investigated how professional sport clubs in Germany use Facebook and Twitter. The study covers the entire 2015–16 season, which was illustrated via selectively choosing 2 weeks for data analysis; four clubs each from basketball, ice hockey, football, and handball were collected as a sample. All Facebook posts and Twitter tweets published by the 16 clubs during the 2 weeks, a total of 3,412 contributions (Facebook 717, Twitter 2,695), were included in the analysis. The codebook contained 57 variables, and this article presents the results on the identified topics of the published contents on the two social media platforms. On both platforms, the clubs under examination primarily issued statements regarding themselves and their sport-related activities. Twitter is predominantly used as a live medium during games, whereas Facebook allows for significantly greater reach. However, no sport-related differences were found between the two social media platforms.

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Personnel Economics in Sports

Mark L. Howard

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“You Had One Job!” A Case Study of Maladaptive Parasocial Interaction and Athlete Maltreatment in Virtual Spaces

Jimmy Sanderson, Matthew Zimmerman, Sarah Stokowski, and Alison Fridley

This research explored maladaptive parasocial interaction (PSI) expressed toward Chicago Bears kicker Cody Parkey after he missed a potential game-winning field goal in the 2019 NFL (National Football League) playoffs. Using a sample of 512 tweets posted during the week after the game, qualitative analysis revealed that maladaptive PSI manifested in the following ways: criticism, threats, anger, and support. The results help better illuminate the nature of virtual abuse and maltreatment of athletes that is increasing in online spaces. Results also suggest that maladaptive PSI expressed online creates friction among fans who have to reconcile defeat with problematic behavior from other group members. Implications for sport organizations are discussed, including the need to support and protect athletes against virtual abuse and maltreatment.

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Applied Ethics for Sport Managers

Susan P. Mullane

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Sports Ethics for Sports Management Professionals (2nd Edition)

Andy Gillentine

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Place Your Bets: An Exploratory Study of Sports-Gambling Operators’ Use of Twitter for Relationship Marketing

Emily Stadder and Michael L. Naraine

Worldwide, sports gambling is a multibillion-dollar industry. Despite the industry’s size and success, little research has been conducted on sport-gambling operators (SGOs), and no research has examined their presence on social media. As such, this exploratory study aimed to examine the social media habits of SGOs through a relationship-marketing lens. To do so, 16,466 tweets were collected from the Twitter accounts of six Australian SGOs, with descriptive statistics from tweets presented and Leximancer performing automated thematic analyses. Results indicated that SGOs are discussing professionalized sport, influencers, and subbrands, as well as extensively making use of hashtags and mentions. Given these results, the strategies that SGOs are using to communicate and interact with their consumers focuses particularly on a North American professional-sport and horseracing context. This research contributes to the growing understanding of social media stakeholders in sport and provides an initial starting point for future research on SGOs given the recent legalization of sports gambling in the United States.