Herramientas De Comunicación Para El Tercer Sector: El Uso De Las Redes Sociales Por Las Ongd Catalanas

Iranzo, Amador; Farné, Alessandra

doi:10.25267/commons.2014.v3.i2.03

Cited by 14 publications

(10 citation statements)

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“…In order to investigate strategies for NGOs in continuously changing ecosystems, Iranzo and Farné (2014) studied NGOs' behavior in environments driven by social movements using social networks such as Facebook or Twitter. The study showed the need for an improvement in the understanding of what drives NGO volunteers to express themselves on digital channels and how an NGO's image influences volunteers who follow their actions on social media.…”

Section: Literature Reviewmentioning

confidence: 99%

What Drives Volunteers to Accept a Digital Platform That Supports NGO Projects?

2020

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Technology has become the driving force for both economic and social change. However, the recruitment of volunteers into the projects of non-profit-making organizations (NGO) does not usually make much use of information and communication technology (ICT). Organizations in this sector should incorporate and use digital platforms in order to attract the most well-prepared and motivated young volunteers. The main aim of this paper is to use an extended Technology Acceptance Model (TAM) to analyze the acceptance of a technological platform that provides a point of contact for non-profit-making organizations and potential volunteers. The TAM is used to find the impact that this new recruitment tool for volunteers can have on an ever-evolving industry. The TAM has been extended with the image and reputation and visual identity variables in order to measure the influence of these non-profit-making organizations on the establishment and implementation of a social network recruitment platform. The data analyzed are from a sample of potential volunteers from non-profit-making organizations in Spain. A structural equation approach using partial least squares was used to evaluate the acceptance model. The results provide an important contribution to the literature about communication in digital environments by non-profit-making organizations as well as strategies to improve their digital reputation.

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Section: Literature Reviewmentioning

confidence: 99%

What Drives Volunteers to Accept a Digital Platform That Supports NGO Projects?

2020

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“…Conventional media have traditionally been the most effective platforms for NGOs to disseminate their messages [32], but social media have largely replaced these traditional means of communication [33,34], improving the information exchange process between the organization and its stakeholders [35]. A broad body of research has tried to model how NGOs have adopted social media [11,[36][37][38], and how they use social media to achieve their goals, such as raising awareness [39], developing their organizational identity [40], interacting with stakeholders [21,22,28] and encouraging the action and participation of stakeholders both online and offline [41].…”

Section: Literature Review and Hypotheses Developmentmentioning

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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“…In the end, the organizations publish informative messages, not attractive ones that catch attention. In this sense, Iranzo and Farné (2014) and García de Torres et al (2011) classify messages according to a dimension called "participative axis" into two categories: referential, or conversational. Referential messages simply offers information, while conversational messages encourage reactions from the audience.…”

Section: The Purpose Of the Messagementioning

confidence: 99%

The Use of Social Digital Networks by NGDO from a Social Marketing Perspective

Coronil

MierTerán-Franco

2019

Social Sciences

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The social marketing paradigm has been changing due to the use of digital social networks. This causes Non-Governmental Development Organizations’ efforts to focus on achieving a greater reaction from the public in these communication channels. We propose that the way forward is to analyze aspects of messages that give rise to a greater response from the audience. In this regard, we have analyzed 3608 Facebook and Twitter publications with the combination of content analysis and correlation analysis. We have considered three aspects: purpose, theme, and quality of the message. We have also listed a breakdown of quality and purpose parameters in order to become more fully acquainted with these aspects. The objectives of this research are firstly to carry out the communication profiles of the NGDOs studied from the points of view of the organizations and the public. Secondly, to analyze the reaction from the public (interactions) measured by the sum of likes plus the number of shares for each post, on Facebook and Twitter, according the parameters considered. The results showed that the most published messages from the organizations do not usually coincide with those that have the most impact on the public. Another proven aspect is that Twitter posts about behavior have more effectiveness than informative messages. Likewise, quality aspects, such as hashtags, mentions, or links, are not succeeding in generating public reaction.

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Herramientas De Comunicación Para El Tercer Sector: El Uso De Las Redes Sociales Por Las Ongd Catalanas

Abstract: Herramientas de comunicación para el tercer sector: el uso de las redes sociales por las ONGD catalanas 30 COMMONS -Revista Comunicación y Ciudadanía Digital 4. http://devreporternetwork. eu/es. Ver nota 1.

Cited by 14 publications

References 0 publications

What Drives Volunteers to Accept a Digital Platform That Supports NGO Projects?

What Drives Volunteers to Accept a Digital Platform That Supports NGO Projects?

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

The Use of Social Digital Networks by NGDO from a Social Marketing Perspective

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