Michael L Naraine
Biographic Data
| ID | 1930116 |
|---|---|
| NAME | Michael L Naraine |
| GIVEN NAMES | Michael L |
| FAMILY NAME | Naraine |
| SIGNATURE | NARAINE M L |
| AFFILIATIONS | Brock University |
| ORCID | 0000-0002-9132-1269 |
| VERIFIED | Yes |
| TOTAL WORKS | 14 |
| TOTAL CITATIONS | 11 |
| AUTHOR COUNT | 14 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2013 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
Examining TikTok’s Sport Sponsorship Strategy
Sport and the Promise of Artificial Intelligence
Artificial intelligence (AI) has the capacity to deliver generative, complex, and powerful functions and decisions. Sport offers a unique site for AI development and implementation, yet the sociological significance of AI in sport remains understudied. We consider sport-based AI applications en route to describing the promise of AI in sport in four ways: (a) the promise of supercharged data parsing at scale, (b) the promise of supercharged precis…
Examining the Digital Pitch
Although research in the social media and sport domain continues to uncover key insights related to content, there has been a push toward identifying the social media metrics that serve as the antecedents to relationship marketing engagement. Along that vein, the purpose of this study was to analyze social media activity (i.e., impressions and engagements) from all teams in a given professional sport league over a 3-year period. Contextually set …
Sport Management
Optimizing Social Media Engagement in Professional Sport
Although social media has gained significant notoriety, there remains a “missing link” in examining engagement in the sport context. While the why , what , and whom have been explored, the where and when have received considerably less uptake. Accordingly, the purpose of this study was to examine social media engagement for professional sports teams to determine optimal when and where points of user engagement, and the relationship between impres…
Off the Court
Sports organizations’ use of social media (SM) has become a key strategy in the coverage and promotion of sport. Although research has been done on the success of digital marketing for men’s professional sport, little is known about the impact of such in women’s sport. This study aimed to examine the SM activity and engagement with fans of the Women’s National Basketball Association. All posts from Facebook, Instagram, and Twitter for the 2019 ca…
The Routledge Handbook of Digital Sport Management
The Routledge Handbook of Sport Management is the most up-to-date and comprehensive guide to theory and practice in sport management ever published. It provides students and scholars with a broad ranging survey of current thinking in contemporary sport management, exploring best practice in core functional areas and identifying important future directions for new research. Key topics covered in the book include: managing performance marketing hum…
Strategic Sport Marketing
The fifth edition of Strategic Sport Marketing integrates sport marketing frameworks, theory and practical cases to show students and practitioners how to develop and execute successful sport marketing strategies. The book explains contemporary sport markets, consumer behaviour, marketing strategies and best practices in sport marketing in a clear, comprehensive and engaging way. Built on a foundation of strategic decision-making, it offers a tru…
Tell Me a Story
There are many social media uses for professional athletes. From sharing their personal lives, professional highlights, and opinions to product placements and endorsements, athletes are closer to fans and consumers than ever before. Social media also puts athletes in charge of the messages, images, and content regarding their careers and their lives. With the popularity of women’s sports on the rise, it is an important time for women athletes to …
A Magic “Bullet”
The bullet-screen function is an augmented comment feature that has been adopted by the majority of Over-the-Top (OTT) services to foster users’ interaction and watching experience. This feature empowers sports customers to post and view numerous, short, and fast-moving comments that overlap over the screen while watching live stream sports events in real time. This research aims to investigate how sports fans embrace the bullet-screen feature wh…
Place Your Bets
Worldwide, sports gambling is a multibillion-dollar industry. Despite the industry’s size and success, little research has been conducted on sport-gambling operators (SGOs), and no research has examined their presence on social media. As such, this exploratory study aimed to examine the social media habits of SGOs through a relationship-marketing lens. To do so, 16,466 tweets were collected from the Twitter accounts of six Australian SGOs, with d…
Years of Olympic Media Research
The Olympic Games is the largest multisport event in the world, regularly drawing global audiences in the billions to watch coverage of athletes from hundreds of nations. It has received a great deal of scholarly attention, especially in terms of media coverage, consumption, and co-creation. As coverage has the ability to impact media consumers' perceptions of nations, cultures, and issues, it is important to develop an understanding of research …
WeTheNorth
The use of hashtags has become an important strategy in digital marketing, anchoring online conversations. The conversations stemming from the use of hashtags can comprise both meaningful dialogue between users and brands, and one-off spontaneous sentiments. As such, hashtags can aid in the formation of a team’s online brand community and can be useful to understand and target key segments of users. In this research, an examination of the Toronto…
Frame-Changing” the Game
This article extends research on media framing and the concept of “frame-changing” by examining the sanctioning of professional mixed martial arts (MMA) events in Ontario, Canada. After initially indicating that sanctioning MMA was unimportant, the Ontario government shifted its policy and announced it would sanction professional MMA events. A content analysis was conducted on newsprint articles published between 2009 and 2010 that were related t…
WeTheNorth
The use of hashtags has become an important strategy in digital marketing, anchoring online conversations. The conversations stemming from the use of hashtags can comprise both meaningful dialogue between users and brands, and one-off spontaneous sentiments. As such, hashtags can aid in the formation of a team’s online brand community and can be useful to understand and target key segments of users. In this research, an examination of the Toronto…
Frame-Changing” the Game
This article extends research on media framing and the concept of “frame-changing” by examining the sanctioning of professional mixed martial arts (MMA) events in Ontario, Canada. After initially indicating that sanctioning MMA was unimportant, the Ontario government shifted its policy and announced it would sanction professional MMA events. A content analysis was conducted on newsprint articles published between 2009 and 2010 that were related t…
Sport and the Promise of Artificial Intelligence
Artificial intelligence (AI) has the capacity to deliver generative, complex, and powerful functions and decisions. Sport offers a unique site for AI development and implementation, yet the sociological significance of AI in sport remains understudied. We consider sport-based AI applications en route to describing the promise of AI in sport in four ways: (a) the promise of supercharged data parsing at scale, (b) the promise of supercharged precis…
A Magic “Bullet”
The bullet-screen function is an augmented comment feature that has been adopted by the majority of Over-the-Top (OTT) services to foster users’ interaction and watching experience. This feature empowers sports customers to post and view numerous, short, and fast-moving comments that overlap over the screen while watching live stream sports events in real time. This research aims to investigate how sports fans embrace the bullet-screen feature wh…
Years of Olympic Media Research
The Olympic Games is the largest multisport event in the world, regularly drawing global audiences in the billions to watch coverage of athletes from hundreds of nations. It has received a great deal of scholarly attention, especially in terms of media coverage, consumption, and co-creation. As coverage has the ability to impact media consumers' perceptions of nations, cultures, and issues, it is important to develop an understanding of research …
Frame-Changing” the Game
This article extends research on media framing and the concept of “frame-changing” by examining the sanctioning of professional mixed martial arts (MMA) events in Ontario, Canada. After initially indicating that sanctioning MMA was unimportant, the Ontario government shifted its policy and announced it would sanction professional MMA events. A content analysis was conducted on newsprint articles published between 2009 and 2010 that were related t…
WeTheNorth
The use of hashtags has become an important strategy in digital marketing, anchoring online conversations. The conversations stemming from the use of hashtags can comprise both meaningful dialogue between users and brands, and one-off spontaneous sentiments. As such, hashtags can aid in the formation of a team’s online brand community and can be useful to understand and target key segments of users. In this research, an examination of the Toronto…
Place Your Bets
Worldwide, sports gambling is a multibillion-dollar industry. Despite the industry’s size and success, little research has been conducted on sport-gambling operators (SGOs), and no research has examined their presence on social media. As such, this exploratory study aimed to examine the social media habits of SGOs through a relationship-marketing lens. To do so, 16,466 tweets were collected from the Twitter accounts of six Australian SGOs, with d…
Years of Olympic Media Research
The Olympic Games is the largest multisport event in the world, regularly drawing global audiences in the billions to watch coverage of athletes from hundreds of nations. It has received a great deal of scholarly attention, especially in terms of media coverage, consumption, and co-creation. As coverage has the ability to impact media consumers' perceptions of nations, cultures, and issues, it is important to develop an understanding of research …
Tell Me a Story
There are many social media uses for professional athletes. From sharing their personal lives, professional highlights, and opinions to product placements and endorsements, athletes are closer to fans and consumers than ever before. Social media also puts athletes in charge of the messages, images, and content regarding their careers and their lives. With the popularity of women’s sports on the rise, it is an important time for women athletes to …
A Magic “Bullet”
The bullet-screen function is an augmented comment feature that has been adopted by the majority of Over-the-Top (OTT) services to foster users’ interaction and watching experience. This feature empowers sports customers to post and view numerous, short, and fast-moving comments that overlap over the screen while watching live stream sports events in real time. This research aims to investigate how sports fans embrace the bullet-screen feature wh…
Sport Management
Optimizing Social Media Engagement in Professional Sport
Although social media has gained significant notoriety, there remains a “missing link” in examining engagement in the sport context. While the why , what , and whom have been explored, the where and when have received considerably less uptake. Accordingly, the purpose of this study was to examine social media engagement for professional sports teams to determine optimal when and where points of user engagement, and the relationship between impres…
Off the Court
Sports organizations’ use of social media (SM) has become a key strategy in the coverage and promotion of sport. Although research has been done on the success of digital marketing for men’s professional sport, little is known about the impact of such in women’s sport. This study aimed to examine the SM activity and engagement with fans of the Women’s National Basketball Association. All posts from Facebook, Instagram, and Twitter for the 2019 ca…
The Routledge Handbook of Digital Sport Management
The Routledge Handbook of Sport Management is the most up-to-date and comprehensive guide to theory and practice in sport management ever published. It provides students and scholars with a broad ranging survey of current thinking in contemporary sport management, exploring best practice in core functional areas and identifying important future directions for new research. Key topics covered in the book include: managing performance marketing hum…
Strategic Sport Marketing
The fifth edition of Strategic Sport Marketing integrates sport marketing frameworks, theory and practical cases to show students and practitioners how to develop and execute successful sport marketing strategies. The book explains contemporary sport markets, consumer behaviour, marketing strategies and best practices in sport marketing in a clear, comprehensive and engaging way. Built on a foundation of strategic decision-making, it offers a tru…
Examining the Digital Pitch
Although research in the social media and sport domain continues to uncover key insights related to content, there has been a push toward identifying the social media metrics that serve as the antecedents to relationship marketing engagement. Along that vein, the purpose of this study was to analyze social media activity (i.e., impressions and engagements) from all teams in a given professional sport league over a 3-year period. Contextually set …
Examining TikTok’s Sport Sponsorship Strategy
Sport and the Promise of Artificial Intelligence
Artificial intelligence (AI) has the capacity to deliver generative, complex, and powerful functions and decisions. Sport offers a unique site for AI development and implementation, yet the sociological significance of AI in sport remains understudied. We consider sport-based AI applications en route to describing the promise of AI in sport in four ways: (a) the promise of supercharged data parsing at scale, (b) the promise of supercharged precis…
Sports, Gender, and Society (13 works) · Business (10 works) · Advertising (8 works) · Political science (8 works) · Sport and Mega-Event Impacts (8 works) · Psychology (6 works) · Public relations (6 works) · Sociology (6 works) · Computer Science (5 works) · Digital Games and Media (5 works)