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The purpose of the chapter is to overview the sociological literature related to social media and digital technologies in sport, with particular attention to media representations, content production, and audience responses. The chapter examines how social media and digital technologies reproduce and challenge hegemonic representation strategies, while maintaining existing cultural norms in the industry. Further, the chapter evaluates how athletes and fans create digital communities to bring visibility to marginalized groups. Finally, the chapter considers the potential of digital media for social justice and advocacy.

The chapter synthesizes existing literature in sociology of sport, sport communication, and media studies to provide an assessment of the implications of social media and digital technologies for sport.

Scholarship on social media and digital technologies in sport has primarily focused on descriptive analyses. Sociological approaches provide a theoretical grounding for examining issues of power, inequality, and social justice in relation to media ideologies, production, and consumption.

The chapter identifies future areas of study, including a more robust engagement with theory and an expansion of methodological approaches.

The chapter provides an overview of the literature on social media and digital technologies in sport of nearly 80 scholarly publications. The chapter moves beyond focusing on patterns in content to consider how structures, journalistic practices, cultural norms, and audience interactions collectively shape ideologies about gender, race, sexuality, religion, and disability in the sport media industry.

The first research objective is to understand the role of digital [artificial intelligence (AI)] technologies on user engagement and conversion that has resulted in high online activities and increased online sales in current times in India. In addition, combined with changes such as social distancing and lockdown due to the COVID-19 pandemic, digital disruption has largely impacted the old ways of communication both at the individual and organizational levels, ultimately resulting in prominent social change. While interacting in the virtual world, this change is more noticeable. Therefore, the second research objective is to examine if a satisfying experience during online shopping leads to repurchase intention.

Using primary data collected from consumers in a developing economy (India), we tested the theoretical model to further extend the theoretical debate in consumer research.

This study empirically tests and further establishes that deploying AI technologies have a positive relationship with user engagement and conversion. Further, conversion leads to satisfying user experience. Finally, the relationship between satisfying user experience and repurchase intention is also found to be significant.

The uniqueness of this study is that it tests few key relationships related to user engagement during this uncertain period (COVID-19 pandemic) and examines the underlying mechanism which leads to increase in online sales.

Despite consumers' widespread use of social media platforms, there is scant research on the underlying factors that influence their willingness to share digital footprints on social media. The purpose of this study is to address this research gap by examining consumers' cognitive and affective attitudes simultaneously.

This research used quantitative method by using online survey administered to a sample of 733 social media users.

The findings indicate both cognitive and affective attitudes jointly influence consumers' behavioural intentions with trust as a key construct mediating the relationship between attitudinal antecedents and consumers' willingness to share digital footprints on social media.

This study contributes to the information systems (IS) literature by offering a comprehensive framework constituting the joint attitudinal components as antecedents to consumers' behavioural intention for sharing digital footprints while trust works as a mediator.

This paper has important managerial implications. It helps marketers and IS managers in profiling consumers, understanding consumption patterns, sharing of digital footprints, which are useful for effective market segmentation, product development and future design of social media platforms. It informs social media providers of the importance of not only focussing on functional aspects but also underscores the essence of paying attention to consumers' affect towards social media platforms, especially trust.

The paper presents an original framework that explains the influence of joint attitudinal components on behavioural intention, with trust as a mediator.

The purpose of this paper is to analyze how the personal protective equipment (PPE) industry managed supply chain and business relationships disrupted by the COVID-19 pandemic, and the adoption of digital and social media during the period of crisis management.

The methodology used is qualitative based on 14 interviews with 11 PPE firms operating in Italy, the first Western country that implemented a national lockdown during the COVID-19 outbreak in 2020.

Findings suggest that although most PPE companies in Italy have been slow in implementing digital transformation, digital technologies and communication enhanced existing assets and capabilities creating new customer value during the COVID-19 outbreak. The pandemic has increased the relevance of social media as an effective tool in the business-to-business (B2B) context to provide updated information and training, as well as to reinforce and personalize business relationships, weakened by the lack of physical contacts during the lockdown. Moreover, highly interdependent buyer–supplier relations can increase supply chain resilience to disruptions in mutually dependent relationships/partnerships.

By analyzing the main issues encountered during the pandemic and the digital strategies adopted by PPE companies, this study seeks to extend B2B literature on supply chain disruption management and digitalization. The limitations refer to the study’s generalizability as a limited number of firms are analyzed.

Implications for B2B companies and policymakers are provided with the extent of managing supply chain disruptions during emergency situations such as COVID-19 pandemic, when collaboration between different actors involved become essential.

No previous studies have analyzed how PPE firms used digital and social media in managing disruption in supply chain and business relationships. Therefore, the present study contributes to extend the B2B literature by analyzing the related effects during the COVID-19 pandemic.

The purpose of this chapter is to assess the social significance of digital technologies for researching and understanding active women's bodies, identities, practices, and politics. In critically surveying the rapidly expanding body of literature on women's social media use for sport and physical activity, the chapter highlights the multidisciplinary nature of much of this work and its feminist and social justice orientation toward understanding the uneven impacts of platformed engagement for women, particularly those who are socially marginalized.

The chapter synthesizes the current literature to identify feminist and sociological approaches to analyzing sporting women's social media use. It draws on the authors' own research as case study illustrations of key developments.

Findings identify opportunities and challenges for women navigating the complexities of social media encounters in their sporting and physical cultural lives, focusing on self-presentation, branding and digital labor, community-building, and activism. It proposes theoretical, methodological, and ethical directions for sociological interventions in this area of study.

Future research should investigate the rapidly evolving digital landscape, issues of social justice and marginalized voices, and the social conditions that sustain gender inequalities in sport and social media spaces.

The chapter contributes original insights on emerging directions in the study of women, sport, and social media. Furthermore, it addresses the challenges for social researchers responding to the uptake of new social media platforms by female athletes and physically active women.

This chapter seeks to understand the intersection between eGovernment, social media, and digital inequalities by examining the disparate flow of information during the COVID-19 pandemic. Developed economies are increasingly transitioning to digital interfaces for information dissemination and provision of services. The authors explore the potential of, and challenges facing eGovernment by looking at the use of social media during the COVID-19 pandemic. This chapter employs a case study approach to probe the dynamics of government-initiated efforts at information dissemination through the Center for Disease Control and Prevention’s (CDC) website and social media account on Twitter. The analysis in this chapter uses NodeXL to examine communication roles played by government and non-governmental actors within this slice of the Twittersphere centered around CDC@gov. As the findings demonstrate, non-governmental actors played key roles in the dissemination of public health messaging. The authors analyze these data with an eye to the potential of social media for public health communication and extrapolate that understanding to the use of digital access and social media for the provision of accurate, official information in other circumstances. While the COVID-19 pandemic was a global health crisis, individuals and households face individual or local crises every day. This angle of vision allows the chapter to conclude with recommendations pertaining to government-led information dissemination for the public good during crisis and non-crisis situations alike. In the concluding section, the authors probe the degree to which eGovernment can also address digital inequalities including connectivity, device, and literacy gaps. The authors offer solutions needed for eGovernment initiatives in light of challenges posed by digital inequalities to ensure that digital information sharing and services are accessible to all.

Despite the prevalence of technology in health care, marketing research on social media in the birthspace is limited. The purpose of this paper is to explore how birthing women leverage social media for transformative well-being in the liminal context of birth.

A qualitative study of women who had recently experienced birth was undertaken. Thematic analysis of data from in-depth interviews reveals birthing women’s digital practices and social media capabilities for well-being in a liminal space.

Within the birthspace, women use social media and digital platforms in an effortful and goal-directed way for role transitions and transformation, curating self and other history, goal striving and normalizing experience. These digital practice styles facilitate consumer integration of the liminal digital birthspace and in situ service encounter enabling diverse value outcomes. Drawing on liminality and social presence theories, the authors interpret these practices as demonstrating three interactive liminal stages of suspending, comprehending and transforming. Multi-modality and rapid connection afforded by digital devices and social media platforms provide social presence (according to perceived immediacy and intimacy) enabling transformative well-being outcomes.

This study is unique, as it provides insights into the traditionally private health service experience of birth. Further, the authors extend the understanding of liminal spaces and use of digital technology, specifically for transformative outcomes, by proposing a framework of consumers’ digital practice styles for well-being in liminal spaces.

This study aims to explore how women entrepreneurs in small businesses encounter digitalization and learn to use social media at work by combining theoretical perspectives from research on women entrepreneurs in small businesses, digitalization and use of social media and digital skills in response to calls from earlier research regarding women entrepreneurs' adaptation to an increasingly digitalized world.

Qualitative methods were applied including a total of 13 in-depth interviews in two phases, in 2017 and 2019, with 11 women entrepreneurs in nine small businesses, along with observations of their digital presence.

This study contributes with new insights regarding women entrepreneurs' behavior and ways to acquire digital skills to keep up the pace in digitalization. Learning by doing, informal learning and step-by-step self-development entrepreneurial behavior were practiced along with strategical recruiting of young digitally skilled employees, i.e. digital natives. Findings state that in order to remain competitive and generate business growth, women entrepreneurs constantly have to learn new skills to capture the potential of digitalization especially regarding the knowledge and use of social media. The women entrepreneurs emphasize challenges of digitalization as limited resources, constant need of new digital skills, digital stress or even burnout due to internal and external demands on online presence, scanning and maintenance of social media platforms. In contrast to earlier research, the women entrepreneurs did not express any significant gender stereotyping online, yet they strongly emphasized the continuous challenge of work––life balance.

This study contributes to an under-researched field with novel research combining theories from women entrepreneurship and information and communication technologies (ICTs) related to digitalization with a special focus on social media. Following the era of digitalization, the women entrepreneurs have to act as digital entrepreneurs finding new innovative ways of doing business. The importance of recruiting young digitally skilled employees in small businesses is vital for women entrepreneurs, since the needed learning and business development takes place when digital natives and digital immigrants work together.

Digital libraries and social media have emerged as two prominent online information sources with different characteristics. The purpose of this paper is to compare digital libraries and social media from the perspective of the dual route model which outlined a general framework of central and peripheral route-induced attitude change.

Research hypotheses were developed and data collected from users of digital libraries and social media were used for data analysis. The paired samples t-test was employed to compare the means.

Both central route (information quality) and peripheral route (source credibility and reputation) of digital libraries are higher than those of social media.

The important status of digital libraries as conventional information sources should be propagated by various “marketing” ways. Managers of digital libraries should encourage their users to use both digital libraries and social media so that some unique advantage of social media could usefully complement digital libraries. They should also recognize the challenge brought by social media and try various ways to enhance reputation.

Building on the dual route model, this study compares digital libraries and social media in terms of the central route and peripheral route, which the authors believe presents a new lens for digital library research and practice alike.

Institutions and organizations are increasingly using the digital media to communicate with stakeholders on a day-to-day basis and during crisis situations. Therefore, this chapter presents a bibliographic analysis on digital corporate communication technologies. The grounded theory’s inductive approach was used to capture and interpret the findings from Scopus-indexed publications. The articles were scrutinized in their entirety, including their research questions, methodologies and interpretation of the findings. Afterwards, this contribution identifies the opportunities and challenges that emerged during an unprecedented coronavirus (COVID-19) outbreak. In conclusion, it implies that there is scope for institutions and organizations to incorporate digital and social media in their crises’ communications and risk management plans. This will enable them to be in a better position to engage in credible and transparent dialogic communications with different stakeholders.