Dr. Matthew H. Zimmerman

Research/Teaching Expertise


  • Associate Professor


Email: mz319@msstate.edu

Complete Vitae

My scholarly interests pertain to the effects of New Media and Social Media on interactions between sport organizations and sport consumers. This includes platforms such as Facebook, Twitter, YouTube, Instagram, online message boards, media website comment sections and the utilization of advertising in sports video games. My goal is to build on, apply, and develop existing theory to such interactions in regard to the relationship between sport organizations and their target audiences.


  • Indiana University (Ph.D., Sport Management, 2014)
  • University of Missouri (M.A., Journalism, 2008)
  • Indiana University (B.A., Journalism, 2000)

Areas of Research

  • Sport Communication
  • Sport Sociology
  • Social Media
  • Sport Marketing
  • Sport Media

Areas of Teaching

  • Sport Communication
  • Sport Administration
  • Sport Public Relations
  • Sport Leadership
  • Social Media

Select Publications

  • Zimmerman, M. H., Johnson, J. E., & Ridley, M. (2016). Twitter use by college football coaches: An examination of the Football Bowl Subdivision. Journal of Contemporary Athletics, 10(1).
  • Billings, A. C., Burch, L. M., & Zimmerman, M. H. (2014). Fragments of us, fragments of them: social media, nationality and U.S. perceptions of the 2014 FIFA World Cup. Soccer & Society, DOI: 10.1080/14660970.2014.963307
  • Walsh, P., Zimmerman, M., Clavio, G., & Williams, A. (2013). Comparing brand awareness levels of in-game advertising in sport video games featuring visual and verbal cues. Communication & Sport, Published Online May 8, 2013 DOI:10.1177/2167479513489120
  • Kian, E .M. & Zimmerman, M. H. (2012). The medium of the future: Top sports writers discuss transitioning from newspapers to online journalism. International Journal of Sport Communication, 5(3), 285-304.
  • Zimmerman, M. H., Clavio, G. E., & Lim, C. (2011). Set the agenda like Beckham: A professional sports league’s use of YouTube to disseminate messages to its users. International Journal of Sport Management and Marketing, 10(3/4), 180-195.

Book Chapters

  • Zimmerman, M. H., Tamir, I., Nieland, J., & Ihle, H., & Tang, J. (2013) Print Sports Media. In P. Pedersen (Ed.), The Routledge Handbook of Sport Communication .
  • Butler, B., Zimmerman, M. H., & Hutton, S. (2013). Turning the page with newspapers: Influence of the Internet on sports coverage. In P. Pedersen (Ed.), The Routledge Handbook of Sport Communication.

Professional Memberships/Affiliations

  • International Association for Communication and Sport, 2012-Present
  • Sport Marketing Association (SMA), 2010-Present
  • North American Soccer Reporters, 2007-Present