. Whereas sport journalists once held a monopoly on storytelling about the sports world, digital technology has disrupted their gatekeeping role. Journalists were once able to control the flow of information between a sport, its participants, and its spectators. Now, because of social media, sport reporters
Mark Lowes and Christopher Robillard
Nicholas M. Watanabe, Grace Yan, Brian P. Soebbing, and Ann Pegoraro
discover potential sources of discrimination within sport consumer behaviors, three main empirical settings have been used for examination: sport memorabilia, attendance/viewership numbers, and all-star team voting ( Depken & Ford, 2006 ). Furthermore, with social media that captures sport consumer
Melvin Lewis, Kenon A. Brown, Samuel D. Hakim, Andrew C. Billings, and Carla H. Blakey
-Devlin, Brown, & Devlin, 2019 ). For instance, a fan may consult other fan-managed social media accounts for biased but entertaining opinions on favorite players yet consult a media-managed platform or website when rumors break that a player was traded or injured, as the fan seeks proper verification. Thus, the
Ashley N. Weingartz and Stacy Warner
. The national attention provided through this exposure offered a springboard for GLL to promote their league and promote fundraising efforts across social media during the team’s tournament run. Unfortunately, like so many community sport organizations, GLL was understaffed and lacked the technical
Katie Lebel, Karen Danylchuk, and Patti Millar
This research explored the use of social media within the sport management discipline in a North American context, specifically investigating how sport management academicians use social media as a teaching and learning tool. An online survey garnered the social media literacies of sport management faculty (N = 132). Compared with cross-discipline studies that have measured similar interests, sport management faculty appear to have a limited awareness of social media applications. Only 61% of study participants reported having incorporated social media into their course design. While a majority of faculty agreed that the use of social media in education can provide positive enhancement to both teaching and learning, in practice, participant social media teaching strategies were narrowly employed. Results suggest a potential disconnect between the digital pedagogies currently employed by sport management faculty, the expectations of students, and most importantly, the demands of the sport industry.
Peter Han, Mark Dodds, Tara Mahoney, Kristi Schoepfer, and Justin Lovich
Social media platforms, such as Facebook, Twitter, Instagram, YouTube, and Snapchat, have become extremely popular; they serve as tools to connect individuals in a public forum. However, collegiate student-athletes use social media to send messages that may reflect poorly on their educational institutions. For example, student-athletes have posted profanity, obscene messages, compromising photographs, and even threatened the President of the United States while using social media. These messages create negative publicity for the college since athletics and student-athletes are a visible aspect of the institution. As such, inappropriate social media use has become a major concern with college athletic departments. Because the NCAA requires member institutions to adequately and consistently monitor social networking activity, colleges have responded to the actions by disciplining student-athletes that use social media negatively to voice their opinions; in some cases, this punishment has been as severe as actually dismissing the student-athlete from his or her team. But, how does this action impact the public relations of the athletic department? Further, does it subject the college to possible legal action?
Agnes Kovacs, Tamas Doczi, and Dunja Antunovic
media appearances. Since the appearance of social media platforms (e.g., Facebook, Twitter, Instagram), athletes can directly communicate with their fans and also with journalists. The question is to what extent Olympians are aware of the advantages and disadvantages of this new public communication
Lauren Burch, Chrysostomos Giannoulakis, and Shea Brgoch
This case study examines USA Wrestling’s (USAW) social media use during the 2014 National Collegiate Athletic Association (NCAA) Division I Wrestling Championships. During the three days of the event, a cross-platform content analysis of USAW’s Facebook, Twitter, YouTube, and Instagram accounts formed the foundation of the case analysis. In addition, real-life qualitative interviews were conducted with employees involved with the national governing body’s (NGB) social media implementation plan. Students will be asked to develop social media-based messaging to reach and engage the NGB’s potential stakeholders, based on USAW’s communication strategy outcomes during the NCAA championships. The case provides students with the opportunity to: (a) analyze nonprofit sport organizations, (b) investigate how communication and marketing efforts differ in a not-for-profit environment, and (c) identify to what extent social media sites provide a cost-effective option to entities of similar status. To further support the pivotal role of social media within a sport organization’s overall marketing and communication mix, managerial implications pertaining to stakeholder identification and engagement strategies are included in the analysis.
Brandi Watkins and Jason W. Lee
This case study examined how a large university in the southern U.S. incorporated branding strategies into its social-media content. Specifically, the strategies for using text-based social media (Twitter) and visual-based social media (Instagram) to communicate brand identity through brand associations and brand personality were investigated. To do this, the authors conducted a 2-part study. The first, a content analysis of social-media content, revealed how the athletic department communicated the football team’s brand identity through brand associations and brand personality. Second, a survey assessed the perceived brand personality of the football program through social-media content to determine external perceptions of the team. Results support the use of Instagram as a branding strategy. Instagram was used more than Twitter to communicate brand associations and brand-personality cues, while survey results indicated that respondents exposed to Instagram content reported higher perceptions of brand personality than those exposed to Twitter content.
Olan Kees Martin Scott and Alicia R. Stanway
The higher education sector increasingly uses social media as an educational tool to develop a sense of community and foster student engagement, particularly as social networking sites have become an integral part of the lives of digital natives. The current study sought to explore whether the use of Twitter could foster student engagement in a sport marketing course, specifically by embedding Twitter through two assessments, online lectures and weekly tasks. Mean score comparisons indicated that over a 13-week semester, students (N = 68) felt more engaged and included in the course because it had Twitter, found Twitter to be relatively easy to use, and the use of social media aligned with course objectives. The results of the current study have salience in sport management education, because the effective use of Twitter within a higher education context demonstrates how the use of social media can foster engagement with course materials.