Scholarly Commentary
Student Research
Tag Me, Tweet Me if You Want to Reach Me: An Investigation Into How Sports Fans Use Social Media
Betsy R. Haugh and Brandi Watkins
Promoting Brand-Event Personality Fit as a Communication Strategy to Build Sponsors’ Brand Equity
Jerred Junqi Wang, James J. Zhang, Kevin K. Byon, Thomas A. Baker, and Zhenqiu (Laura) Lu
Original Research
Attitudes and Motivations of Students Toward Athletic-Event Attendance at a Midsize Division III University: Recommendations for Communicators
Evan K. Perrault
Crisis-Communications Management in Football Clubs
Argyro Elisavet Manoli
Niche- Versus Mainstream-Sport Spectators: An Analysis of Need for Uniqueness and Sport eFANgelism
Brendan Dwyer, Greg Greenhalgh, and Carrie LeCrom
Book Reviews
ESPN: The Making of a Sports Media Empire Craig GreenhamDisequilibrium Sports Economics: Competitive Imbalance and Budget Constraints
J.C. Kim
The ESPN Effect: Exploring the Worldwide Leader in Sports
Brian A. Turner
Communication, Sport and Disability: The Case of Power Soccer
Skye G. Arthur-Banning
Fantasy Sports and the Changing Sports Media Industry
Nicholas Schlereth
The Fantasy Sport Industry: Games Within the Games
Matthew Blaszka
