Social Media and Consumer Behavior

Bibliographic Data

ID21834337
AuthorsAndrea N Geurin (0000-0002-5259-351X, Loughborough University, corresponding author)
Year2023
Volume16
Issue3
Pages296-305
Publication date2023-09-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueInternational Journal of Sport Communication (JOURNAL)
Journal identifiersISSN: 1936-3907 • E-ISSN: 1936-3915
PublisherHuman Kinetics (PUBLISHER)
DOI10.1123/ijsc.2023-0110
OpenAlexW4387241126
LanguageEN
Citations received4
References cited18

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

Advertising · Business · Consumer behaviour · Political science · Public relations · Purchasing · Scholarship · Social media · Social science · Sociology · Sport and Mega-Event Impacts · Sports Analytics and Performance · Sports, Gender, and Society · Marketing

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