Online Communities in Sport

David Wagner

Chapter 3 in Social Media in Sport:Theory and Practice, 2021, pp 57-81 from World Scientific Publishing Co. Pte. Ltd.

Abstract: After reading this chapter, you should be able to:Distinguish between on-domain communities and communities hosted on social mediaCategorize different types of communities in different sports business contextsAnalyze and assess online community success in the context of sports managementDescribe and assess business impacts of sports communitiesRecognize the key tasks and skills required for community managersOutline future trends and directions for communities in the field of sports management

Keywords: Social Network; Online Communities; Content Communities; Discussion Sites; Influencers; Social Listening; User-Generated Content; Active Audience; Social Listening; Participatory Cultures; Public Space; On-Domain Communities; Instafamous; Micro-Celebrities; Vloggers; Content Aggregation; Gatekeeper; Livestreaming; Click-Through Rate; Three-Click Rule; Micro-influencers; Content Strategy; Content Calendar; Engagement Rate; Social Ambush; Hashtag Politics; Online Discrimination; Online Violence; Social Monitoring; Counter Public Space; Social Media Influencers; Social Media Platforms; Social Media Users; Social Media Analytics; Social Media Planning Process; Social Media Management Process; Data Governance; Data Management; Data Mining; Data Warehouse; Multimodality; Sentiment Analysis; Social Network Analysis; Social Media Strategy; Social Media Activism; Community Management; Community Success; Sport Communities; Agenda Setting; Cultural Theories; Critical Race Theory; Framing; Maladaptive Para Social Interaction; Para Social Interaction; Self-Presentation; Social Identity Theory; Uses and Gratification Theory; Customer Relationship Management Systems; Programmed Decision-Making; Nonprogrammed Decision-making; Decision-Making Steps; Communication; Engagement; Interaction; Relationship Marketing; Value; Value Co-Creation; Brand Ambassadors; Brand Associations; Brand Equity; Brand Management; Like-Gating; Endorsements; Crisis; Crisis Communication Plan; Image Repair Theory; Organizational Reputation; Prior Reputation; Corporate Social Responsibility; Diversity; Ethical Awareness; Inclusion; Social Identity; Return on Investment; Return on Objective; Business Account; Practical Steps; Statistical Analysis; Personal Branding; Second-Screen Viewing; Self-Commodification; Sponsorship Activation; Conducting Assessments (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2021
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