Facebook: A new communication strategy for non-profit organisations In Colombia

Gálvez‐Rodríguez, María del Mar; Caba-Pérez, Carmen; López-Godoy, Manuel

doi:10.1016/j.pubrev.2014.10.002

Cited by 24 publications

(15 citation statements)

References 6 publications

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“…Gálvez-Rodríguez et al [24] note that using social media channels for communication can have a positive effect on stakeholders' satisfaction and engagement with the NGO sector. In this regard, there is growing concern about stakeholders' engagement in social media as they are key players for fully realizing the potential of this media, and specifically, to increase popularity, dialogue and virality of the information posted on these online platforms.…”

Section: Introductionmentioning

confidence: 99%

Unpacking the Drivers of Stakeholder Engagement in Sustainable Water Management: NGOs and the Use of Facebook

Alonso-Cañadas

Galán-Valdivieso

Saraite-Sariene

et al. 2019

Water

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The number of people worldwide without access to safe drinking water or adequate sanitation is an unresolved and growing concern, with non-governmental organizations (NGOs) playing an important role in mitigating the effects of water shortage. These organizations utilize the communication mechanisms at their disposal, such as social media, to help spread their social message and to achieve the commitment of society to their cause. In this context and based on dialogic and the resource dependence theory framework, the main aim of this research is to analyze how organizational structure, resource allocation and communication policies of NGOs focused on water management influence the online commitment of their stakeholders. Exploratory results show that these NGOs are not taking enough advantage of social media to engage with their potential donors and volunteers because of the remarkable difference between the management of Facebook posts and users’ behavior. Using multivariate lineal regression, our findings show that certain structural (namely, size, reputation and board size), economic (fundraising expenses) and social media (number of Facebook fans) characteristics positively influence stakeholder engagement, while administrative spending and a broad presence in many social networks straitens the ability of these type of NGOs to attract and retain stakeholders’ commitment through social media.

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Section: Introductionmentioning

confidence: 99%

Unpacking the Drivers of Stakeholder Engagement in Sustainable Water Management: NGOs and the Use of Facebook

Alonso-Cañadas

Galán-Valdivieso

Saraite-Sariene

et al. 2019

Water

View full text Add to dashboard Cite

show abstract

“…More importantly, social media offers a relatively low-cost method by which organizations can foster interactive dialogue and mobilize supporters within the shortest possible time (Cho, et. al., 2014;Gálvez-Rodriguez, et. al., 2014).…”

Section: Social Media and Community Engagementmentioning

confidence: 99%

“…These two platforms are the most popular, which have increased their active user base over the last decade. Several studies also show that these two social media platforms are the two most widely used social media in large nonprofit organizations to engage citizens in diologic communication, connet with donors for fundraising, and undertake advocacy to seek the welfare of deprived communities (Briones et al, 2011;Curtis et al, 2010;Gálvez-Rodriguez et. al., 2014;Guo and Saxton, 2014;.…”

Section: Dependent Variablesmentioning

confidence: 99%

“…al., 2015). Social media is a low-cost method to engage current and potential stakeholders through sharing of information in real-time (Mansfield, 2011;Young, 2010;Gálvez-Rodriguez, et. al., 2014).…”

Section: Research Context and Conceptual Frameworkmentioning

confidence: 99%

“…It contributes to the societal well-being through various support services that include healthcare delivery, employment, education, and protection of the environment, plants and animals (Briones et al, 2011;Cho, Schweickartb and Haasec, 2014;Gálvez-Rodriguez et. al., 2014;Grooters, 2011;Guo and Saxton 2014;.…”

mentioning

confidence: 99%

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