The State of Quantitative Research and a Proposed Research Framework in Social Media

Social media has changed how sport organizations and individuals in the sport industry communicate and conduct business. The increase in the number, complexity, and capabilities of platforms provides ample opportunities and data for researchers to employ quantitative research methods. In this article, we provide an overview of the state of scholarship by conducting a scoping review of sport social media research published between 2010 and 2022 with a focus on articles based on quantitative data. We then critically discuss four areas that present opportunities for improvement-scope, theory, data collection, and data analysis. Based on these four areas, we introduce the social media research framework to guide future social media research in sport. Within the social media research framework, we outline three focal areas of research-people, spaces, and technologies-and suggest examining these areas simultaneously, rather than in isolation, as well as their intersections in the sport industry.

Automated summary

Social media has transformed communication and business practices in sport organizations and the sport industry. This article provides an overview of the current state of sport social media research, focusing on quantitative data articles published between 2010 and 2022. It identifies four areas for improvement - scope, theory, data collection, and data analysis - and introduces a social media research framework to guide future research in the sport industry. The framework highlights three focal areas of research - people, spaces, and technologies - and suggests examining their intersections rather than studying them in isolation.