From fans to stakeholders: a conceptual analysis of social media and organisational practice in Latin American sport
Stephanie Bilderback, Shiyun Chen, Campbell Moore Barksdale, James Faulk, Alana Escue, Jocelyn Wu, Brody BurgessPurpose
This study aims to examine how social media reshapes organisational practices in the Latin American sports sector, redefining fans, athletes and sponsors as interconnected stakeholders in digital ecosystems. It examines how platforms influence engagement, branding and crisis governance while situating these dynamics within broader organisational, cultural and technological contexts across the region.
Design/methodology/approach
This conceptual paper uses a structured literature review of scholarly, industry and regional sources published over the past decade to identify patterns in digital engagement, stakeholder relationships and organisational strategy. Through thematic synthesis, the paper develops an integrative framework linking social media use to organisational learning, governance and communication practices in Latin American sports organisations.
Findings
The analysis reveals that social media has evolved from a marketing tool into a mechanism of organisational transformation, redefining stakeholder interaction, legitimacy and control. Platforms such as Instagram, TikTok, X (formerly Twitter) and Facebook enable visibility, engagement and real-time crisis response but also heighten challenges related to authenticity, algorithmic dependence and reputational risk. The resulting conceptual framework highlights how digital fan ecosystems function as organisational systems requiring strategic governance and cross-sector alignment.
Originality/value
This paper extends organisational analysis into the digital sports domain by conceptualising social media as a driver of stakeholder integration and adaptive learning. It offers a theory-informed framework that bridges organisational behaviour, strategic communication and digital governance, providing practical insights for leaders managing the intersection of technology, culture and sport in emerging markets.