Social media and consumer behaviour

Andrea N. Geurin

Chapter 27 in Research Handbook on Sport in Europe, 2026, pp 292-301 from Edward Elgar Publishing

Abstract: This chapter presents a summary of research focused on sport, social media, and consumer behaviour. Social media offers a wide variety of benefits to sport organisations, while also presenting them with challenges. Social media is important to the EU Work Plan for Sport in terms of promoting participation and physical activity, as social media use by sport organisations can assist in achieving goals in the plan relating to raising awareness, knowledge building, and exchanging best practices. Findings from four main strands of social media and consumer behaviour research are presented, including consumers’ use of social media, consumer engagement on social media, segmentation of social media users, and user-generated content. Recommendations for future research include a greater focus on European sport contexts, using more qualitative methods, seeking to understand social media's role in the consumer decision-making process, and examining both the consumer's and organisation's role in online abuse in sport.

Keywords: Social media; Consumer behaviour; Fan behaviour; Engagement; Uses and gratifications; Sport management (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035338382
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