Brandon C. Boatwright (Ph.D., University of Tennessee) is an assistant professor and the director of the Social Media Listening Center at Clemson University.Gregory A. Cranmer (Ph.D., West Virginia University) is an associate professor in the Department of Communication at Clemson University. He is also a faculty fellow of the Robert H. Brooks Sports Science Institute and a research fellow of the U.S. Center for Mental Health and Sport.

• Contents and Contributors Include: Preface Chapter 1. Introduction PART I Perspectives on Fans' Use of Social Media Chapter 2. Examining YouTube Comments About Hockey Players' Refusal to Participate in Pride Night Events - Gregory A. Cranmer and Brandon C. Boatwright Chapter 3. The Complexity of Saudi Arabia's Sporting Aspirations: Examining Public Response on Social Media - Gashaw Abeza and Yoseph Mamo Chapter 4. When the PGA Tour and LIV Golf Became One: Framing an Oil and Water Relationship on Twitter and Reddit - Andrew C. Billings, Joshua R. Jackson, and Jessica Payne Chapter 5. The Uses of Social Media in a Female-Dominated Sports Fan Community: A Social Identity Approach - Qingru Xu PART II Perspectives on Athletes' Use of Social Media Chapter 6. Travis Kelce's Use of Social Media as Personal Branding: An Application of Source Credibility Theory - Karen Freberg Chapter 7. Exploring College Football Recruits' Use of Social Media in an Era of Name, Image, and Likeness: A Thematic Analysis of Athletes' X Accounts - Jason Stamm Chapter 8. A UFC Fighter's Use of X as a Site for Building Dissent Community Around Fighter Pay - Gregory A. Cranmer, Md Enamul Kabir, and Brandon Boatwright Chapter 9. Underscoring Image Repair Approaches and Effectiveness for Scandalized American Football Athletes - Robin L. Haislett PART III Perspectives on Sport Organizations' Use of Social Media Chapter 10. The Wild, Wild West: How College Sports Fans on Reddit Discuss Donations to University Athletics and NIL Collectives - Virginia S. Harrison and Marissa Bennett Chapter 11. Reproductive Rights Are Human Rights: NWSL Social Media Statements and Policy Framing in Response to the U.S. Supreme Court's Roe v. Wade Ruling - Jeffrey W. Kassing, Travis C. Harrick, Sakura Gee, and Diana M. Rodriguez Chapter 12. Expressing Organizational Culture on X - Greg Armfield and Duli Shi Chapter 13. Social Media Theory and Analysis Within Sport Communication: Network Theory and Organizational Use of Social Media - Marion E. Hambrick PART IV Perspectives on Sport Media's Use of Social Media Chapter 14. This Is Truly Some of the Sickest Stuff I've Ever Heard: X and Sport Cultural Conversations Towards Hazing in Football - Jimmy Sanderson Chapter 15. The Public Interpretation of Welcome to Wrexham: An Application of the Narrative Paradigm in Social Media Theory and Practice - Brandon C. Boatwright Chapter 16. Ahead of the Pack: How a Nonprofit News Outlet Sparked Social Media Reaction to the Brett Favre Public Funds Scandal - Bryan Denham and Molly Riddell Chapter 17. Who Received the Blame for Tua Tagovailoa's Head Injury?: Attributions of Responsibility in YouTube Videos From Legacy and Nonlegacy Media Sources - Joseph McGlynn and Zane A. Dayton Chapter 18. Conclusion Index About the Authors and Editors