Social Media and Trust Determining Factors. French Sport Federations on Facebook
The use of social Media is spreading over all organizational forms. Their recent use in the non-commercial sector poses a challenge of the existing relation maintained with users. Sport Federations and uncommon structures from the voluntary sector, use these platforms to reach captive audiences different from sports clubs. This article’s object is to answer the question of the trust determining factors between a sport federation and its Facebook page users. Based on a quantitative study realised amongst members of a sport federation, main results show in particular the importance attached to credibility in the relationship of trust.