Exploring Fans' Experience of Toxicity in Women's Sport Social Media Communities

Women's sport has newfound momentum and popularity, and fans are proceeding to engage through various channels like social media. However, social media is not always positive, and there exists a dark side to this online dynamic. Left unchecked and unexamined, it is possible that fans withdraw from these digital spaces, a potential critical problem for sport marketers seeking to build online fan communities. This study explored fans' experiences of toxicity in women's sport social media communities through semi-structured interviews with self-identified women's sport fans. The findings revealed key insights on how fans behave in these communities, including their reasons to enter these spaces, how toxicity affects their experience, and their intentions to continue engaging despite the prevalence of antisocial activity. The findings suggest that sport marketers need to have concerted efforts to build and manage social media communities through greater education and advocacy rather than leaving them open and susceptible to hate.