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By: Bastian Popp & Herbert Woratschek

In: When Sport Meets Business: Capabilities, Challenges, Critiques

Chapter 9: Sport, Social Media and Online Communities

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Sport, Social Media and Online Communities
Sport, Social Media and Online Communities
Bastian Popp Herbert Woratschek
Introduction: Historical and recent development
Definition of social media

The economic relevance of ongoing interactions of individuals in groups has been particularly promoted by Hagel and Armstrong (1997) who were the first to extensively study virtual communities from a business perspective and define them as a ‘dispersed group of people who share interest and expertise in a specific topic’ (p. 18). Due to the recent emergence of social media, the focus of managers increasingly shifted from traditional online communities to social media which are considered as ‘a group of internet-based applications that builds on the ideological and technological foundations of Web 2.0, and ...

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