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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 鈥淚mplications and Impacts of eSports on Business and Society鈥� (IGI global, 2019), then 鈥淪port Sponsorship鈥� (Rutledge, 2021), a third one 鈥淐anadian Sport Marketing鈥� (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 鈥淪ocial Media in Sport: Theory and Practice鈥� (World Scientific, 2021)鈥�.
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鈥�2023): A Critical Review. International Journal of Sport Communication, 16(3), 251-261.
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.
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.
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).
Abeza, G
., Braunstein-Minkove, J. R., S茅guin, B., O鈥橰eilly, 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.
Rodrigue, F., Abeza, G
., S茅guin, B., & MacIntosh, E. (2021). Branding a professional sport team that reenters the same marketplace: Stakeholders鈥� perspectives. Sport Marketing Quarterly, 30(1), 3-15.
Abeza, G
., O'Reilly, N. J., Finch, D. J., S茅guin, 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.
ACADEMIC REFERENCE BOOK
Abeza, G
., & King-White, R. (2023). Sport and Social Media in Business and Society. Routledge.
O鈥橰eilly, N., Abeza, G
., & Harrison, M. (2021). Sport Sponsorship Insights. Routledge.
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).