Conceptualisation of Social Media: opportunities for Sport Management

Social Media is a phenomenon that is changing the way people communicate and establish relationships among others, with many millions of users around the world. In the context or Sport Management, Social Media is currently playing an increasing relevant role in clubs'. athletes'. federations'. companies', researchers'. etc. daily life. However, previous research regarding Social Media suggest that there is a lack of theoretical consensus in relation to the term, confusing it many times with the meaning of other concepts related to them, something that can he limiting the developmental potential that it has. Thus, in this work one conceptual proposal is presented to clarify the concept "Social Media", which can become a point of study for future studies that may help professionals in the Sport Management field to take advantage or the opportunities that Social Media offers on the different areas of management.