Social Media in Sport

Part I: Introduction 1. The Evolving Landscape of Social Media Management: Navigating Changes in Usage and Platform Dynamics Part II: Socio-Cultural Aspects of Sport and Social Media 2. Fandom and Activism: Experimenting with Memetic Communication Appeals About Human Rights Issues During the 2022 Winter Olympic Games 3. 'Voiceless Entertainers'? Sports Fans' Views on Athlete Activism in the United States 4. Twittersphere, Sports, and the Creation of an (Activist) Community: #Morethananathlete 5. Crisis, Social Media, and Large Sporting Events: Approaches, Insights, and an Emerging Direction Part III: Business Aspects of Sport and Social Media 6. Investigating Football Fan Engagement Through Instagram: Love, Laughter, and Loyalty 7. Visual Social Media Usage and Human Branding Approaches by Peloton Instructors 8. Poor Nations Sponsoring Wealthy Sport Clubs: Place Branding or Sportswashing? Part IV: Theoretical and Conceptual Aspects of Sport and Social Media 9. Toward a Full Embrace of Goffman's Dramaturgy within Self-Presentation Analyses 10. Sport Public Relations: An Evolution from Media Relations to Digital Image Management Through Co-Creational Strategy