Tweet, share, like? The role of social network sites at voluntary sports clubs in developing membership involvement

Nanny Kuijsters-Timmers*, John Goedee, Roger Leenders

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

Abstract

The number of organizations that use social network sites (SNSs) for internal communication is growing rapidly. However, little is known about the use and perceptions of SNSs in member organizations, such as voluntary sports clubs (VSCs). In a survey, members of the Dutch VSCs (n = 129) were asked about their use and perceptions of their clubs' social network sites (CIubSNSs) and aspects of involvement with their club. Foremost, CIubSNSs are characterized as informative, interactive, and entertaining channels, as indicated by significant relationships with the content types on CIubSNSs. Furthermore, content about sports, the club, and the members are important. Finally, CIubSNSs contribute to membership involvement through the identification of members with their sports club. The main contributions of this study are the insights into the use and perceptions of SNSs in member organizations, such as VSCs. Practical implications and suggestions for future research are discussed.

Original languageEnglish
Number of pages23
JournalTijdschrift voor Communicatiewetenschap
Volume48
Issue number1
Publication statusPublished - 2020

Keywords

  • social networking sites
  • voluntary sports clubs
  • membership involvement
  • identification
  • content typology
  • PERCEIVED EXTERNAL PRESTIGE
  • FACEBOOK USE
  • COMMUNICATION
  • ORGANIZATIONS
  • COMMITMENT
  • IMPACT
  • IDENTIFICATION
  • SATISFACTION
  • MOTIVATIONS
  • ENGAGEMENT

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