ABSTRACT
Although traditional media such as television, magazine, and radio still remain viable marketing outlets for sports businesses, emerging social media opportunities offer sports brands many new promotional avenues. This chapter explores the unique characteristics of the Chinese social media market and provides insight into how athletes and organizations can utilize social media to engage with digital customers. China has a very unique social media market compared to other countries. Due to national security concerns, nearly all mainstream global social media platforms such as Facebook, Twitter, Instagram, YouTube, and TikTok are blocked in China. Weibo was primarily used for fulfilling their information and hedonic gratification, while WeChat was mainly used for achieving social gratification and affection gratification. Social media provides sports fans with an expansive platform to practice their fandom and even enhance their fan experiences and their loyalty to a sports organization.
