Mapping the online presence of small local sporting clubs

Abstract

The contribution of local ("grassroots") sporting clubs to their economies amounts to billions of dollars. These clubs typically rely on volunteers who use Internet platforms (such as websites and social media) to support their roles. Use of the Internet can assist these volunteers by facilitating improved information access, communication, and efficiency. Little is known about how local sporting clubs use this important information systems' function. This study extends Burgess' (2016) web presence pyramid model to examine factors leading to differences in Internet use by athletics and cricket clubs in the United Kingdom and Australia. The findings suggest that higher adoption levels of websites set up by clubs and social media and more sophisticated Internet usage are apparent in "upper" level (or well-resourced) local clubs than in "lower" level clubs, but with some important variations (such as interventions by sport governing bodies) that may assist smaller clubs to adopt online platforms. Guidance on using the extended model in other contexts is offered, as is advice for clubs and sporting associations looking to improve their use of Internet platforms.

Website stage model for Brazilian wineries: an analysis of presence in digital and mobile media

“…The authors stated that many wine companies still do not have the proper interface of their website to fit with mobile screens and the customers are not used to making big transactions through m-commerce. It is also an alert to companies to update their level of technology investments, as companies with higher technology adoption policies tend to be better positioned in the market (Burgess et al , 2021).…”

“…The stage models allow describing and measuring the evolution of the online presence in a sequential manner and preparing and directing companies for the market’s future (Rao et al , 2003; Zhu et al , 2009). Burgess et al (2021) explained that examining SMEs’ use of internet platforms is essential to provide data to potentialize digital strategies involving websites and social media.…”

“…The authors affirm that these features’ presence positively influences purchase intention and trust. The research of Burgess et al (2021) analyzed small and medium sports clubs and showed that higher adoption levels of technology on websites and social media represent companies better positioned in the market. Zhu et al (2009) argue that even with the marketing function features’ increased use across the website stage model, the use of technological features did not increase at the same pace.…”