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Faculty
Gashaw Abeza (PhD) is an Associate professor at Towson University (TU) and serves as a Research Fellow and Doctoral Advisor at Munich Business School, Germany. Before joining TU, he taught graduate and undergraduate students at Southern Methodist University (Dallas, TX) and the University of Ottawa (Ottawa, ON). He was a visiting research fellow at the University of New South Wales (Australia), University of Guelph (Canada), and Addis Ababa University (Ethiopia).
His research interest is in marketing communication and has written extensively on the topic area publishing over 70 journal articles and book chapters. He has published five books: co-authoring three of them: first “Implications and Impacts of eSports on Business and Society” (IGI global, 2019), then “Sport Sponsorship” (Rutledge, 2021), a third one “Canadian Sport Marketing” (Human Kinetics, 2022), and authoring a fourth one "Professional Football in Ethiopia (EPL): Multidimensional Normative Assessment and Developmental Roadmap" (Pana Printing, 2023). He is the lead co-editor of “Social Media in Sport: Theory and Practice” (World Scientific, 2021)”.
Currently, Dr. Abeza serves on the editorial boards of nine different academic journals: Communication & Sport; International Journal of Sport Communication (IJSC); Journal of Sport, Business, and Management; Journal of Relationship Marketing; International Journal of eSports Research; Journal of Global Sport Management, Sport Marketing Quarterly, International Journal of Sports Marketing and Sponsorship, and Sport Management Digest. He also serves as an ad hoc reviewer for several academic journals, and guest edited two special issues (2018 & 2023) for IJSC on the topic of social media in sport studies.
Prior to returning to academia, Dr. Abeza had a successful career in sport business management at a global level, and currently provides consultancy services to a range of sport organizations around the world.
At MBS: Research Fellow
PUBLICATIONS - EXCERPT
ACADEMIC JOURNAL
Abeza, G.
(2023). Social Media and Sport Studies (2014–2023): A Critical Review. International Journal of Sport Communication, 16(3), 251-261. doi.org/10.1123/ijsc.2023-0182
Abeza, G.,
& Sanderson, J. (2023). Assessing the Social Media Landscape in Sport: Evaluating the Present and Identifying Future Opportunities. International Journal of Sport Communication, 16(3), 249-250. doi.org/10.1123/ijsc.2023-0183
Finch, D. J., Abeza, G
., O'Reilly, N., Nadeau, J., Levallet, N., Legg, D., & Foster, B. (2022). Season ticket holder segmentation in professional sports: An application of the sports relationship marketing model. International Journal of Sports Marketing and Sponsorship, 23(1), 110-131. doi.org/10.1108/IJSMS-08-2020-0150
Berdnikov, M., O'Reilly, N., & Abeza, G
. (2021). Exploring the involvement of athletes in influencing a host country's image via social media: the case of the Rio 2016 Olympic Games. International Journal of Sport Management and Marketing, 21(3/4). doi.org/10.1504/IJSMM.2021.118812
Abeza, G
., Braunstein-Minkove, J. R., Séguin, B., O’Reilly, N., Kim, A., & Abdourazakou, Y. (2020). Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games. International Journal of Sport Communication, 14(2), 255-279. doi.org/10.1123/ijsc.2020-0266
Rodrigue, F., Abeza, G
., Séguin, B., & MacIntosh, E. (2021). Branding a professional sport team that reenters the same marketplace: Stakeholders’ perspectives. Sport Marketing Quarterly, 30(1), 3-15. doi.org/10.32731/SMQ.301.032021.01
Abeza, G
., O'Reilly, N. J., Finch, D. J., Séguin, B., & Nadeau, J. (2020). The role of social media in the co-creation of value in relationship marketing: a multi-domain study. Journal of Strategic Marketing, 26(7), 472-493. doi.org/10.1080/0965254X.2018.1540496
ACADEMIC REFERENCE BOOK
Abeza, G
., & King-White, R. (2023). Sport and Social Media in Business and Society. Routledge. doi.org/10.4324/9781003358398
O’Reilly, N., Abeza, G
., & Harrison, M. (2021). Sport Sponsorship Insights. Routledge. doi.org/10.4324/9781003154631
ACADEMIC BOOK CHAPTER
Abeza, G., & Sanderson, J. (2023). The Evolving Landscape of Social Media Management: Navigating Changes in Usage and Platform Dynamics. In G. Abeza, & J. Sanderson (Eds.), Social Media in Sport: Evidence-Based Perspectives (pp. 3-10). Routledge.
Abeza, G
., & Mamo, Y. (2023). Poor Nations Sponsoring Wealthy Sport Clubs: Place Branding or Sportswashing?. In G. Abeza, & J. Sanderson (Eds.), Social Media in Sport: Evidence-Based Perspectives (pp. 144-160). doi.org/10.4324/9781003455103-11