Motivation and Knowlegde Sharing Through Social Media within a Voluntary Organisation

Christina Fausbøll

Student thesis: Master thesis


Social media like Facebook provides people with a platform for staying in contact with strong and weak ties. But it also connects potential ties and thereby bridges structural holes. Because of these connections, people use the platform for knowledge sharing in Facebook groups. This thesis will on the base of a model of social capital, motivation theory and through a survey, provide evidence for what motivates people within a voluntary organisation to share knowledge on Facebook. The voluntary organisation used as case example is Det Danske Spejderkorps (The Danish Guide and Scout Association). The research finds that volunteers share knowledge in Facebook groups because they fundamentally enjoy helping others, as volunteers are intrinsic motivated. Facebook further allows volunteers to get in contact with people and through them, get access to knowledge they would not otherwise have. This is the prime motivation for why volunteers use Facebook for sharing knowledge. Finally norms and trust were found to be passed on from the voluntary work done in the offline world and over into the Facebook groups. Due to these norms and trust, volunteers are motivated to share knowledge, because they expected that their help will be reciprocated by another member of the group. Factors like reputation, confidence and commitment were not found to be motivational factors in this research.

EducationsMSc in Business Administration and Information Systems, (Graduate Programme) Final Thesis
Publication date2015
Number of pages98