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Organisational development in sport: co-creation of value through social capital

机译：体育组织发展：通过社会资本共同创造价值

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Purpose - Empowered by Web 2.0 and social media, consumers join online communities and produce social capital. They generate information for online communities by sharing their knowledge, information and experience, and thus support organisational learning. Co-creation of value with consumers instead of co-creation of value for consumers is a new strategy for organisational development. The purpose of this paper is to investigate social factors introduced through social media to sport organisations in the co-creation of value with fans. Design/methodology/approach - This research adopts social capital and social support theory and investigates the way sport organisations can apply social relationship with fans in online communities in order to co-create value for organisational development. The study looks at the current literature and the potential theoretical development for organisational learning. Findings - Social interaction of individuals through social media and online communities has introduced co-creation of value with customers. This behaviour originates from the supportive climate that has emerged through Web 2.0, where individuals share their information, knowledge, and experience through online communities. This co-creation offers online social support as a source of social capital for organisations. The results can be beneficial for the development of sport organisations in the co-creation of value with fans. Research limitations/implications - The clear implication of the research would be whether sport organisations can develop virtual communities and offer rich means that facilitate individuals' interactions. The research highlights the theoretical foundation and opportunities for sport organisational development. However, the study does not provide an empirical test of the theory. Therefore, an empirical test of the research theory is a future research direction. Originality/value - This research investigates social factors introduced through social media to sport organisations in the co-creation of value with fans. The contribution of the research is to provide the theoretical bases for a new research area for sport organisational development through social media. Sport organisations can learn from the social interactions of their fans and develop their strategies. This research shows how sport organisations can use social capital theory and online social support to progress in the industry.
机译：目的-在Web 2.0和社交媒体的支持下，消费者加入在线社区并产生社会资本。他们通过共享知识，信息和经验为在线社区生成信息，从而支持组织学习。与消费者共同创造价值，而不是与消费者共同创造价值是组织发展的新战略。本文的目的是调查在与粉丝共同创造价值时，通过社交媒体引入体育组织的社会因素。设计/方法/方法-这项研究采用社会资本和社会支持理论，研究体育组织如何与在线社区中的球迷建立社交关系，从而共同创造组织发展的价值。该研究着眼于当前文献以及组织学习的潜在理论发展。调查结果-个人通过社交媒体和在线社区的社交互动引入了与客户共同创造价值的方式。这种行为源于Web 2.0出现的支持气氛，人们通过在线社区共享信息，知识和经验。这种共同创造提供在线社会支持，作为组织的社会资本来源。结果可以为体育组织与球迷共同创造价值创造有益的条件。研究的局限性/含义-研究的明显含义是体育组织是否可以发展虚拟社区并提供丰富的手段来促进个人之间的互动。该研究突出了体育组织发展的理论基础和机遇。但是，该研究并未提供对该理论的实证检验。因此，对研究理论进行实证检验是未来的研究方向。原创性/价值-这项研究调查了在与粉丝共同创造价值的过程中，通过社交媒体引入体育组织的社会因素。该研究的贡献是通过社交媒体为体育组织发展的新研究领域提供了理论基础。体育组织可以从球迷的社交互动中学习并制定策略。这项研究表明体育组织如何利用社会资本理论和在线社会支持来促进行业发展。

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