Publication details

Social media in sport and their influence on culture of sports organizations



Year of publication 2016
Type Article in Proceedings
Conference Digitalization of Society, Economy and Market: Current Issues and Challenges
MU Faculty or unit

Faculty of Sports Studies

Field Management and administrative
Keywords Social Media; Sports Organizations; Organizational culture; Relationship Marketing
Description The development of social media and their use in sport is increasingly at the heart of academics as well as experts from practice. Main benefits posed by new media is mainly associated with their use for marketing purposes and to strengthen interaction with the customer in sport. So far there is a lack of studies who would examine of how social media affects the organizational culture of sports organizations. Therefore, this article focusing on a qualitative content analysis of selected articles using software Atlas.ti and thematic coding techniques to identify changes in the culture of sports organizations, which were brought by the utilization of social media. Results of the analysis, which describe the full range of effects of social media in relation to the organizational culture of sports organizations have highlighted the need for further research in this area for a deeper understanding of the impact of social media on the internal environment of sports

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