Engagement of nonprofit organizations' followers on Instagram
Teresa Elvira‐Lorilla,
Inigo Garcia‐Rodriguez,
M. Elena Romero‐Merino
et al.
Abstract:This study analyzes the variables associated with followers' reactions to the Instagram posts of nonprofit organizations (NPOs). We analyzed all the 980 posts published by 58 Spanish nongovernmental development organizations on their Instagram feeds for 5 weeks. The results show that follower engagement, in terms of likes and comments, is associated with organizational characteristics of the NPOs (government grants, internationalization, religiosity), their use of social media (experience on other social media… Show more
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