Managing multi-stakeholder relationships in nonprofit organizations through multiple channels: A systematic review and research agenda for enhancing stakeholder relationship marketing

Mato-Santiso, Vanessa; Rey‐García, Marta; Sanzo‐Pérez, María José

doi:10.1016/j.pubrev.2021.102074

Cited by 31 publications

(17 citation statements)

References 96 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Offline trust requires the development of interpersonal interactions between the trustor and the trustee; hence, contrasting with online trust, offline trust can allow the trustor and the trustee to have a more in-depth understanding and knowledge-based judgment of each other for relationship building. While prior research noted the integration of offline and online channels in communication management (Mato-Santiso et al, 2021), the findings in this study suggested that the application and mechanism of integrative online and offline communication platforms for trust building and dialogic communication should be further examined.…”

Section: Discussionmentioning

confidence: 72%

“…Beyond Kent and Taylor's (1998, 2002) discussion on dialogue and dialogic communication with the development of the world wide web, recent studies have addressed the relevance of various online communication platforms, particularly social media, to dialogic communication. For example, past research has noted that social media, which enables two-way communication between organizations and stakeholders and enhances dialogic communication (Chen et al , 2020; Fähnrich et al , 2020; Mato-Santiso et al , 2021; Syvänen and Valentini, 2020), is possibly an appropriate channel for dialogic communication in which mutuality and openness could facilitate organizations to develop dialogic communication with their stakeholders (Yang et al , 2015). Scholars also commented that online dialogic communication between organizations and stakeholders via social media facilitates information exchange, meaning or value co-creation, value-added interactions, networking, and the solicitation of opinions and/or new ideas (Chen et al , 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Apart from the controversies surrounding the dialogic potential of online communication platforms, organizations have been criticized for hesitating when performing online dialogic communication (Huang and Yang, 2015; Navarro et al , 2017; Syvänen and Valentini, 2020). As organizations tend to use social media for pushing content (Syvänen and Valentini, 2020; Wang et al , 2017) and one-way communication (Mato-Santiso et al , 2021), this does not fully utilize social media for dialogic enactment (Mato-Santiso et al , 2021; Syvänen and Valentini, 2020). Kent and Lane (2017) also commented that many organizations simply want to achieve organizational goals and manipulate the communication channels for their own benefits, while ignoring the humanistic nature of dialogue that values the relational mode of organization-stakeholder communication.…”

Section: Literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

Revisiting trust in the digital era: the interplay of online trust and online dialogic communication from the practitioners' perspective

Tong

Chan

2022

JCOM

View full text Add to dashboard Cite

PurposeWith the prevailing use of online communication platforms, this study revisits the definitions of trust in an online context. By exploring organizational online communications from a practitioners' perspective, a conceptual framework that illustrates the nature of trust and its relationship with dialogic communication between organizations and organizations' stakeholders in the digital era is proposed.Design/methodology/approachA total of 27 in-depth interviews were conducted with public relations and marketing practitioners involved in coordinating organizational online communications in Hong Kong.FindingsFrom the practitioners' perspective, stakeholders' online trust toward an organization, which is a hybridity of initial and rapidly evolving trust, begins with stakeholders swift and initial judgment of the organization according to category-based cues (including knowledge-based attributes of the organization, institutional cues, and particular attributes of online dialogic communication) available on online platforms and further develops over time. Practitioners regard the integration of online and offline communication platforms to be the most effective way to build trust in organization–stakeholder relationships in the digital era, while dialectical tensions can hinder trust formed in online communication.Originality/valueAlong with the proposed conceptual framework, this study advances the discussion of online trust in public relations practices from the practitioners' perspective. A qualitative approach provides rich descriptions that may help to enrich theories in public relations and communication management regarding the interplay of trust and dialogic communication in organizational practices in the digital era.

show abstract

Section: Discussionmentioning

confidence: 72%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Revisiting trust in the digital era: the interplay of online trust and online dialogic communication from the practitioners' perspective

Tong

Chan

2022

JCOM

View full text Add to dashboard Cite

show abstract

“…In contrast, the findings of Oncioiu, I. et al (2021) [49] confirmed that it is necessary to combine the traditional and digital channels of communication. Additionally, Key et al [90] and the authors Mato-Santiso et al [91] proved the necessity of mixing digital and offline channels to interact with the stakeholders of non-profit organizations [92]. Moreover, the results obtained by Lesscher et al [92] also showed the positive synergy between offline and online marketing channels for increasing consumer activity metrics.…”

Section: Discussionmentioning

confidence: 94%

The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels

et al. 2021

View full text Add to dashboard Cite

The omnichannel approach to forming marketing strategies for the development of the green competitiveness of enterprises is seen as a process for the inseparable interaction of marketing-mix elements that are aimed at promoting green competitiveness. This approach integrates traditional and digital marketing communication channels and provides consideration for stakeholder interests. The effectiveness of applying the omnichannel approach to the formation of marketing strategies to develop the green competitiveness of enterprises depends on a set of marketing communication channels, which, in various combinations, can increase or decrease the level of companies’ green competitiveness. For that purpose, this paper proposes a scientific approach to identifying the quality parameters of marketing communication channels, which involves testing the hypothesis that statistically significant relationships exist between their quality parameters and the levels of green competitiveness. The objects analyzed in the paper comprise large Ukrainian production companies that are part of the agro-industrial, mechanical engineering, and food industries, and that work in both the local and international markets. According to the results of the calculations, four relevant parameters were identified for determining the quality of the marketing communication channels: the speed of loading pages, the failure rate, image, and remarketing activities.

show abstract

“…However, there is a willingness to promote social change through communication in social networks. Despite the importance of stakeholder identification [100,101], there is no consolidated culture on this issue, and NGDOs do not dedicate sufficient resources to identify and strengthen relationships with other organizations that may be of interest to them.…”

Section: Conclusion Practical Implications Limitations and Future Lines Of Researchmentioning

confidence: 99%

An Approach to Exploring Non-Governmental Development Organizations Interest Groups on Facebook

et al. 2021

View full text Add to dashboard Cite

This paper presents an approach for analyzing the stakeholders from various organizations based on their Facebook activity. On a practical level, the proposed approach has been applied in two of the Non-Governmental Development Organizations (NGDOs) with the largest number of delegations in the province of Cadiz: Red Cross Cadiz, and Caritas Asidonia Jerez. The purposes of the research are to describe the management of marketing activities on Facebook; to identify the network stakeholders, their roles in the communication, and the community generating factors; and to position organizations according to their leadership, activity, and popularity in the network. This study used a mixed-methods research design, combining personal interviews and Social Network Analysis (SNA). The SNA provided insights into the various ways the analyzed NGDOs are active on Facebook, the roles they play in communication, and how communities are generated. Moreover, the SNA made it possible to visualize the interactions between organizations and their stakeholders within the Facebook environment using the Gephi software package. Two factors that generate communities were detected in the results: the organization’s nature and its geographical location. Moreover, two solutions were proposed to determine the organizations’ positioning according to their roles in communication. Consequently, two maps were created, a two-dimensional map with the activity and popularity of the parameters, which shows that just because an NGDO is active does not mean it is popular (in terms of receiving “likes”), and a second three-dimensional graph to which a leadership parameter was added. In this last map, four groups of important actors can be seen, with one group formed by the organizations with the best ratings on the three dimensions, and the other three with a low level of leadership in common but who were different in terms of the popularity and activity dimensions.

show abstract

Managing multi-stakeholder relationships in nonprofit organizations through multiple channels: A systematic review and research agenda for enhancing stakeholder relationship marketing

Cited by 31 publications

References 96 publications

Revisiting trust in the digital era: the interplay of online trust and online dialogic communication from the practitioners' perspective

Revisiting trust in the digital era: the interplay of online trust and online dialogic communication from the practitioners' perspective

The Green Competitiveness of Enterprises: Justifying the Quality Criteria of Digital Marketing Communication Channels

An Approach to Exploring Non-Governmental Development Organizations Interest Groups on Facebook

Contact Info

Product

Resources

About