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Illuminating centralized users in the social media ego network of two national sport organizations

Naraine, Michael L. and Parent, Milena M. 2016, Illuminating centralized users in the social media ego network of two national sport organizations, Journal of sport management, vol. 30, no. 6, pp. 689-701, doi: 10.1123/jsm.2016-0067.

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Title Illuminating centralized users in the social media ego network of two national sport organizations
Author(s) Naraine, Michael L.ORCID iD for Naraine, Michael L. orcid.org/0000-0002-9132-1269
Parent, Milena M.
Journal name Journal of sport management
Volume number 30
Issue number 6
Start page 689
End page 701
Total pages 13
Publisher Human Kinetics
Place of publication Champaign, Ill.
Publication date 2016-11
ISSN 0888-4773
1543-270X
Keyword(s) social network analysis
network theory
social media
nonprofit organizations
Summary The purpose of this study was to examine national sport organizations’ (NSOs’) social networks on Twitter to explore followership between users, thereby illuminating powerful and central actors in a digital environment. Using a stratified, convenience sample, followership between the ego (i.e., NSO) and its alters (i.e., stakeholders) were noted in square, one-mode sociomatrices for the Fencing Canada (381 × 381) and Luge Canada (1026 × 1026) networks on Twitter. Using social network analysis to analyze the data for network density, average ties, Bonacich beta centrality, and core–periphery structure, the results indicate fans, elite athletes, photographers, competing sport organizations, and local clubs are some of the key stakeholders with large amounts of power. Though salient users, such as sponsors and international sport federations, are also present in the network core, NSOs seem better able to increase visibility of their content by targeting smaller scale users. The findings imply managers may wish to reflect upon how these advantaged users can be incorporated into their social communication strategies and how scholarship should continue examining followership as well as content in online settings.
Language eng
DOI 10.1123/jsm.2016-0067
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:30093951

Document type: Journal Article
Collection: Department of Management
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