“…The most significant relates to the advances in the use of social, digital, and mobile media, which was practically non-existent during the previous studies. Over the past decade, there has been a dearth of research investigating the way professional sports organizations utilize social media to engage with fans to build relevant relationships with them (Blaszka, Burch, Frederick, Clavio, & Walsh, 2012;Gibbs, O'Reilly, & Brunette, 2014;Pedersen, 2012;Waters, Burke, Jackson, & Buning, 2011;Yuan & Shuhua, 2015). In addition, the literature shows that other techniques being utilized by professional teams ranging from the traditional method of television (Mongeon & Winfree, 2012) to electronic methods including podcast marketing (Alonso & O'Shea, 2012) to digital and mobile technologies such as virtual reality and interactive experiences (da Silva & Las Casas, 2017;Ronkartz, 2019).…”