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Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations

Naraine, Michael L. and Parent, Milena M. 2017, Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations, Journal of amateur sport, vol. 3, no. 2, pp. 55-81, doi: 10.17161/jas.v3i2.6492.

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Title Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit 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 amateur sport
Volume number 3
Issue number 2
Start page 55
End page 81
Total pages 27
Publisher University of Kansas
Place of publication Lawrence, Kan.
Publication date 2017
ISSN 2372-8078
Keyword(s) social media
organizational change
national sport organizations
Summary The purpose of this study was to examine social media adoption within not-for-profit sport organizations to illuminate the impetus for change, the type of change undertaken, and change resistance. Using a contextualist approach depicting the external and internal forces as well as the change process, semi-structured interviews were conducted with ten Canadian national sport organizations (NSO) representing varying degrees of social media presence. The findings suggest that, although social media is espoused as a radical, transformational vehicle, NSOs have only made incremental adjustments to their stakeholder communication and have situated social media within their extant organizational condition due to capacity constraints and resistance from staff and reticent stakeholders. Adopting social media in light of limited organizational capacity thus diminishes the utility of the communications tool. Theoretical and practical implications include how to improve social media-related capacity and the importance of continuing the social media and sport domain’s organizational theory agenda.
Language eng
DOI 10.17161/jas.v3i2.6492
HERDC Research category CN Other journal article
ERA Research output type C Journal article
Copyright notice ©2017, The Authors
Free to Read? Yes
Use Rights Creative Commons Attribution Non-Commercial No-Derivatives licence
Persistent URL http://hdl.handle.net/10536/DRO/DU:30104213

Document type: Journal Article
Collections: Open Access Collection
Department of Management
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.