Social Media in Sport: A Systematic Review and Research Agenda Using the Theory, Context, Characteristics, and Methodology Framework

The growing influence of social media in sport has drawn considerable attention from researchers and marketing professionals. Social media platforms serve as powerful tools that shape and enhance sport consumers' emotional engagement with entities, such as teams, athletes, leagues, and organizations. While there is an expanding body of research in this area, particularly since 2015, the literature remains limited in cross-disciplinary integration and theoretical consolidation. Existing studies often adopt isolated theoretical approaches, with minimal effort to build cumulative knowledge across disciplines. To address this gap, this study systematically reviews the literature on social media in sport using the theory, context, characteristics, and methodology (TCCM) framework to synthesize key developments and identify research opportunities. A total of 203 relevant papers published in 37 peer-reviewed scientific journals were identified and analyzed. The findings revealed a limited application of comprehensive or interdisciplinary theoretical frameworks, especially in qualitative studies. Although the existing literature spans various geographic regions and digital platforms, there remains a notable lack of research addressing cross-cultural dimensions, particularly in Asia and Africa. In addition, the predominance of qualitative designs highlights the need for more quantitative and mixed-method approaches to enhance explanatory power and generalizability. This study contributes to the field by offering an integrative overview of the scholarly landscape and by proposing a robust research agenda that encourages theoretical expansion, methodological diversity, and greater cross-regional inclusivity.