Annals of Applied Sport Science

Background: Digital and social media technologies have transformed sports marketing, enabling real-time, interactive fan engagement on platforms like Instagram, TikTok, Facebook, and X (formerly known as Twitter). These changes have introduced AI, big data, and influencer marketing as key drivers of consumer behavior. Objectives: This study investigates how social media marketing influences sports consumer behavior, focusing on AI-powered personalization, influencer impact, and fan-brand interactions. Methods: A systematic review of 46 peer-reviewed studies was conducted using PRISMA 2020 guidelines across databases including Web of Science and PubMed. In parallel, big data was collected from social media platforms and analyzed using tools like Textom and VOSviewer, applying text mining, sentiment analysis, and network analysis. Results: The most influential keywords were “engagement,” “content,” and “influencer.” Social media fosters brand loyalty through user-generated content and personalized communication. AI enables real-time audience insights and enhances sponsorship effectiveness. Platform-specific effects were noted: Instagram and TikTok excel in brand storytelling, while X facilitates live interaction. Conclusion: Social media, when integrated with AI and big data analytics, enhances sports consumer behavior by promoting immersive and personalized engagement. Despite challenges like ROI tracking and content fatigue, leveraging these tools offers significant opportunities for deeper fan connections and sustainable brand growth.