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Gainline Africa : a case study of sport-for-development organizations and the role of organizational relationship building via social media

Author: Marion E Hambrick; Per G Svensson
Publisher: London : Human Kinetics, Inc., 2015.
Series: SAGE Knowledge., Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Sport organizations can use social media to build relationships with current and potential stakeholders. These opportunities are pertinent for smaller niche and sport-for-development-and-peace (SDP) organizations, which rarely receive the same media and consumer attention as their larger, more mainstream counterparts. This study examined the role of social media with 1 SDP organization and used qualitative data  Read more...
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Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Marion E Hambrick; Per G Svensson
ISBN: 9781526438195 1526438194
OCLC Number: 1023551379
Notes: Originally published in Hambrick, M. E., & Svensson, P. G. (2015). Gainline Africa: A case study of sport-for-development organizations and the role of organizational relationship building via social media. International Journal of Sport Communication, 8(2), 233-254. DOI:.
Description: 1 online resource : illustrations.
Series Title: SAGE Knowledge., Cases.
Responsibility: Marion E. Hambrick, Per G. Svensson.

Abstract:

Sport organizations can use social media to build relationships with current and potential stakeholders. These opportunities are pertinent for smaller niche and sport-for-development-and-peace (SDP) organizations, which rarely receive the same media and consumer attention as their larger, more mainstream counterparts. This study examined the role of social media with 1 SDP organization and used qualitative data collection and analysis to explore what social-media platforms the staff members selected, how they used these platforms, and what benefits and challenges they faced with this use. Their identified social-media activities were 3-fold: disseminating news, promoting events, and educating stakeholders. Some hurdles arose with this use, in particular attempting to engage readers in conversations and ensuring that the posted messages uniformly relayed organizational goals. SDP and other organizations can use social media to achieve communication objectives but should recognize the potential challenges associated with these efforts.

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