- Subject index
Written by European professors and focusing on the specificities of European sport, When Sport Meets Business analyses the growing commercialisation of professional sport in recent years and explains how it has developed into a major global industry. Structured into four sections, the book covers the key issues in the Business of professional sport: The New Sport Environment – Analysing the consequences of increasing commercialisation by looking at the multi-billion dollar sports goods industry; the effects of globalisation and how commercial influences have made running one of Europe’s most popular sports. Sport Marketing and Media – Investigating the role media and marketing has in commercialisation, with emphasis on the growth of sponsorship; media rights in European club football and the growing influence of social media in ...
Chapter 9: Sport, Social Media and Online Communities
Sport, Social Media and Online Communities
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 ...