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Associations online: Barriers for Using Web-based Communication in Voluntary Organizations

Eimhjellen, Ivar Sognnæs; Wollebæk, Dag; Strømsnes, Kristin
Peer reviewed, Journal article
Accepted version
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URI
https://hdl.handle.net/1956/8907
Date
2013
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  • Department of Sociology [353]
Original version
https://doi.org/10.1007/s11266-013-9361-x
Abstract
Despite the high adoption level of Facebook and other social network sites (SNSs) in Norway, local level voluntary associations have not embraced SNSs to the same degree. Regular websites are the main web representation, and information provision is the main function of the associations’ web representations. Using quantitative data on website content and organizational characteristics we have analyzed which factors hinder SNS adoption. The results point to size and complexity of associations and to age-based digital divides among members as important factors for having a profile on a SNS. It seems that a certain numerical point must be reached in terms of organizational and community size, for SNSs to be useful. Also, older members, smaller economy and a low degree of formalization in associations might hamper the implementation of SNSs in associations. Using Norway as a critical case, this article contributes new knowledge about web communication in voluntary organizations, an increasingly important field of research internationally.
Publisher
Springer US
Journal
VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations
Copyright
Copyright International Society for Third-Sector Research and The Johns Hopkins University 2013. All rights reserved.

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