2024
DOI: 10.20899/jpna.dky82f18
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Forging Connections: Nonprofits, TikTok, and Authentic Engagement – A Mixed-Methods Study

Chelsea DeMasters,
Katherine Morgan,
Kayla Schwoerer
et al.

Abstract: TikTok, a social media platform designed for sharing short videos (“microvlogs”), provides an opportunity to learn how nonprofits adapt and implement social media strategies. Similarly, exploring nonprofits’ behavior on TikTok is useful for analyzing the impact that strategy has on the content nonprofits produce and user engagement. Using a mixed-methods design, this study analyzed data from 29 interviews and 575 microvlogs to answer three questions. First, how are nonprofits incorporating microvlogging into t… Show more

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