“Birds of a feather”: an institutional approach to Canadian national sport organizations’ social-media use

Naraine, Michael L. and Parent, Milena M. 2016, “Birds of a feather”: an institutional approach to Canadian national sport organizations’ social-media use, International journal of sport communication, vol. 9, no. 2, pp. 140-162, doi: 10.1123/ijsc.2016-0010.

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Title “Birds of a feather”: an institutional approach to Canadian national sport organizations’ social-media use
Author(s) Naraine, Michael L.ORCID iD for Naraine, Michael L. orcid.org/0000-0002-9132-1269
Parent, Milena M.
Journal name International journal of sport communication
Volume number 9
Issue number 2
Start page 140
End page 162
Total pages 23
Publisher Human Kinetics
Place of publication Champaign, Ill.
Publication date 2016-05
ISSN 1936-3915
Keyword(s) isomorphism
thematic analysis
Summary The purpose of this study was to examine sport organizations’ social-media activity using an institutional approach, specifically, to investigate the main themes emanating from Canadian national sport organizations’ (CNSOs) social-media communication and the similarities and differences in social-media use between the CNSOs. An exploratory qualitative thematic analysis was conducted on 8 CNSOs’ Twitter accounts ranging from 346 to 23,925 followers, with the number of tweets varying from 219 to 17,186. Thematic analysis indicated that CNSOs generally used tweeting for promoting, reporting, and informing purposes. Despite the organizations’ differing characteristics regarding seasonality of the sport, Twitter-follower count, total number of tweets, and whether the content was original or retweeted, themes were generally consistent across the various organizations. Coercive, mimetic, and normative isomorphic pressures help explain these similarities and offer reasons for a lack of followership growth by the less salient CNSOs. Implications for research and practice are provided.
Language eng
DOI 10.1123/ijsc.2016-0010
Field of Research 1503 Business and Management
Socio Economic Objective 0 Not Applicable
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Human Kinetics
Persistent URL http://hdl.handle.net/10536/DRO/DU:30093946

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Management
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