Running head: LITERATURE REVIEW
Literature Review: The Rise of Social Media in Sports
Wang (2020) examines how NBA clubs used Twitter to communicate and build healthy
relationships among their members. Wang’s study, where he analyzed over 5,561 tweets, found
that communication tools such as; hashtags, hyperlinks, retweets, and public messages were most
used by sports organizations (Wang, 2020). Social media also allow the best platform for fans to
interact among themselves and with the organization. Different social media have different types
of users, with Twitter users willing to express their feelings and support their teams, unlike
Weibo followers who focus on receiving information, technical knowledge, entertainment,
escaping from real life, and passing the time (Li et al. 2019).
Different social media platforms help sports organizations to serve their supporters and
the public differently, with some being formal and others informal. Li et al. (2019) research
assists America and China teams in better managing their social media activities and
differentiating between fun and commercial social media interactions. According to Araújo &
Fraiz (2014), Facebook allowed the researchers to quantitatively analyze the interactivity of
these pages by looking at the number of likes and tags the page recorded on posts. The number
of followers is dependent on the club ranking, the types and frequency of posts on the page, and
response to frequent replies and comments. Determining the best tool to use among these
organizations was based on the target audience, confidentiality of the message, and other
dimensions of the message, according to Wang (2020).
Sports organizations also enjoy an advertising and marketing advantage for their products
through social media platforms which help them reach target markets (Araújo & Fraiz 2014).
Social media also allow sports clubs and organizations to enhance their attractiveness to sponsors
, LITERATURE REVIEW 2
in effective and efficient management. Araújo & Fraiz (2014) focus more on European football
clubs where their research shows a significant number of followers they have on their Facebook
pages. Success in social media is dependent on the commitment to manage the social media
platform, according to Araújo & Fraiz (2014). The most valuable communication platforms
ensured public engagement where sports organizations could communicate easily to fans and the
public.
Social media also allow the best platform for fans to interact among themselves and with
the organization. Different social media have different types of users, with Twitter users willing
to express their feelings and support their teams, unlike Weibo followers who focus on receiving
information, technical knowledge, entertainment, escaping from real life, and passing the time
(Li et al. 2019). Different social media platforms help sports organizations to serve their
supporters and the public differently, with some being formal and others informal. Li et al.
(2019) research assists America and China teams in better managing their social media activities
and differentiating between fun and commercial social media interactions. Tovares (2020)
focuses his research on the interactivity and accessibility of Twitter to facilitate contribution and
interaction among athletes. Athletes use various strategies to create ambient affiliation and
connectedness with their fans.
Advanced technology ensures that athletes and social media users can manage their social
media handles independently. Social media platforms have been improved with advanced
technologies increasing their safety. Tovares (2020) also show limitations brought by
technology, including social media bullying and other social cybercrimes. Marketing, however,
proves to be among the advantages athletes and sports organizations enjoy by using social media
(Tovares, 2020). Having a wider audience and followers attracts other companies such as design
Literature Review: The Rise of Social Media in Sports
Wang (2020) examines how NBA clubs used Twitter to communicate and build healthy
relationships among their members. Wang’s study, where he analyzed over 5,561 tweets, found
that communication tools such as; hashtags, hyperlinks, retweets, and public messages were most
used by sports organizations (Wang, 2020). Social media also allow the best platform for fans to
interact among themselves and with the organization. Different social media have different types
of users, with Twitter users willing to express their feelings and support their teams, unlike
Weibo followers who focus on receiving information, technical knowledge, entertainment,
escaping from real life, and passing the time (Li et al. 2019).
Different social media platforms help sports organizations to serve their supporters and
the public differently, with some being formal and others informal. Li et al. (2019) research
assists America and China teams in better managing their social media activities and
differentiating between fun and commercial social media interactions. According to Araújo &
Fraiz (2014), Facebook allowed the researchers to quantitatively analyze the interactivity of
these pages by looking at the number of likes and tags the page recorded on posts. The number
of followers is dependent on the club ranking, the types and frequency of posts on the page, and
response to frequent replies and comments. Determining the best tool to use among these
organizations was based on the target audience, confidentiality of the message, and other
dimensions of the message, according to Wang (2020).
Sports organizations also enjoy an advertising and marketing advantage for their products
through social media platforms which help them reach target markets (Araújo & Fraiz 2014).
Social media also allow sports clubs and organizations to enhance their attractiveness to sponsors
, LITERATURE REVIEW 2
in effective and efficient management. Araújo & Fraiz (2014) focus more on European football
clubs where their research shows a significant number of followers they have on their Facebook
pages. Success in social media is dependent on the commitment to manage the social media
platform, according to Araújo & Fraiz (2014). The most valuable communication platforms
ensured public engagement where sports organizations could communicate easily to fans and the
public.
Social media also allow the best platform for fans to interact among themselves and with
the organization. Different social media have different types of users, with Twitter users willing
to express their feelings and support their teams, unlike Weibo followers who focus on receiving
information, technical knowledge, entertainment, escaping from real life, and passing the time
(Li et al. 2019). Different social media platforms help sports organizations to serve their
supporters and the public differently, with some being formal and others informal. Li et al.
(2019) research assists America and China teams in better managing their social media activities
and differentiating between fun and commercial social media interactions. Tovares (2020)
focuses his research on the interactivity and accessibility of Twitter to facilitate contribution and
interaction among athletes. Athletes use various strategies to create ambient affiliation and
connectedness with their fans.
Advanced technology ensures that athletes and social media users can manage their social
media handles independently. Social media platforms have been improved with advanced
technologies increasing their safety. Tovares (2020) also show limitations brought by
technology, including social media bullying and other social cybercrimes. Marketing, however,
proves to be among the advantages athletes and sports organizations enjoy by using social media
(Tovares, 2020). Having a wider audience and followers attracts other companies such as design
