Geurin IJSC Paper v2 FINAL.pdf (284.99 kB)
Social media and consumer behavior
The topics of social media and consumer behavior are inextricably linked. Since 2008, scholars in sport-studies fields such as sport communication and sport management have increasingly focused their research on social media use by sport entities and consumers. This commentary provides an overview of sport social media and consumer behavior scholarship to date, including prominent and growing topics such as consumers’ uses of social media, social media engagement, user segmentation, and user-generated content. A scoping review was conducted to illustrate the current state of research on social media, sport, and consumer behavior. Future research priorities to advance this area of inquiry are also discussed, including more qualitative research resulting in rich and descriptive analyses, the need to better understand Gen Z as sport social media consumers, and the need to understand the connection between social media consumption and purchasing behavior. Finally, the commentary encourages scholars to expand their research focus in geographic contexts outside of North America, on underrepresented groups, such as women’s sport and disability sport, and to adopt new theoretical frameworks for such research.
History
School
- Loughborough University London
Published in
International Journal of Sport CommunicationVolume
16Issue
3Pages
296 - 305Publisher
Human KineticsVersion
- AM (Accepted Manuscript)
Rights holder
© Human Kinetics, Inc.Publisher statement
Accepted author manuscript version reprinted, by permission, from International Journal of Sport Communication, 2023, 16 (3): 296-305, https://doi.org/10.1123/ijsc.2023-0110. © Human Kinetics, Inc.Publication date
2023-05-19Copyright date
2023ISSN
1936-3915eISSN
1936-3907Publisher version
Language
- en