Tweet, share, like? De rol van sociaalnetwerksites van sportverenigingen bij de ontwikkeling van het clubgevoel van leden

Abstract

Tweet, share, like? The role of social network sites at voluntary sports clubs in developing membership involvement 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 (ClubSNSs) and aspects of involvement with their club. Foremost, ClubSNSs are characterized as informative, interactive, and entertaining channels, as indicated by significant relationships with the content types on ClubSNSs. Furthermore, content about sports, the club, and the members are important. Finally, ClubSNSs 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.