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Use of an organizational weblog in relationship building : the case of a Major League Baseball team / Stephen W. Dittmore, G. Clayton Stoldt, T. Christopher Greenwall.

By: Contributor(s): Material type: TextSeries: Publisher: London : Human Kinetics, Inc., 2008Description: 1 online resourceContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781526437341 (ebook) :
Subject(s): DDC classification:
  • 796.357640973 23
Online resources: This case study explores the use a Major League Baseball team's organizational weblog. Organizational weblogs are forums for the 2-way exchange of information and commentary between an organization and its publics. Most sport organizations, however, have yet to embrace the weblog as a form of organizational communication. Recent research suggests a greater need to understand how sport organizations might use weblogs to outreach to target audiences from a communications perspective. This study assesses whether readers perceive an organization's official weblog to be an effective form of 2-way communication and profiles the readers of an organizational weblog based on demographics, consumption patterns, and points of attachment. Results showed that readers perceived the organizational weblog to be highly conversational and effective at communicating organizational commitment. In addition, readers were voracious media consumers of the team's games, repeat ticket customers, and highly identified, both with the sport and with the team.
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Originally published in Dittmore, S. W., Stoldt, G. C., & Greenwell, T. C. (2008). Use of an organizational weblog in relationship building: The case of a Major League Baseball team. International Journal of Sport Communication, 1(3), 384-397. DOI:.

Includes bibliographical references and index.

This case study explores the use a Major League Baseball team's organizational weblog. Organizational weblogs are forums for the 2-way exchange of information and commentary between an organization and its publics. Most sport organizations, however, have yet to embrace the weblog as a form of organizational communication. Recent research suggests a greater need to understand how sport organizations might use weblogs to outreach to target audiences from a communications perspective. This study assesses whether readers perceive an organization's official weblog to be an effective form of 2-way communication and profiles the readers of an organizational weblog based on demographics, consumption patterns, and points of attachment. Results showed that readers perceived the organizational weblog to be highly conversational and effective at communicating organizational commitment. In addition, readers were voracious media consumers of the team's games, repeat ticket customers, and highly identified, both with the sport and with the team.

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