Wagner, David. "Online communities in sport." Social media in sport: Theory and practice (2021): 57-82.

This chapter examines the distinctions between social media and online communities, defining the latter as virtual spaces for interaction, information exchange, and relationship building among members with shared experiences or goals. It highlights the evolution of online communities into new organizational forms that influence digital strategies and competitive advantages in businesses. Specifically, the text explores how the sports sector benefits from online community building, given the strong emotional bonds and shared identities among fans, enhancing engagement and support for teams and sports entities. Various levels of sports-related online communities are discussed, from team-specific to sport-wide platforms.