Social Networking as a Marketing Tool

Ulusu, Yeşim; Durmuş, Beril; Yurtkoru, E. Serra

doi:10.1007/978-3-319-11797-3_148

Cited by 2 publications

(1 citation statement)

References 16 publications

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“…Trust is fundamental to successful donor-organisation relationships, and positively influences purchase or donation intention (Morgan & Hunt, 1994). In the digital media context, trust influences the strength of online media interactions, networking activities and sharing (Ulusu et al, 2011). Despite the criticism that applying dialogic approaches to PR practice has limited value (Sommerfeldt & Yang, 2018), dialogic communication has been found to achieve positive outcomes such as trust, exchange, and empathy (Soon & Soh, 2014;Yang et al, 2015;Sommerfeldt and Yang, 2018).…”

Section: Trust and Commitments Exchangementioning

confidence: 99%

An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building

Al-Jaafar

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This exploratory thesis is one of the first to investigate how charitable organisations in the Kingdom of Saudi Arabia (KSA) create dialogue, develop trust, and build relationships using websites and Twitter, aiming to identify strategic communication plans for enhancing fundraising through donor relationship building via digital means. The theoretical framework comprises Social Exchange Theory, Kent and Taylor's (1998) principles of dialogic communication, and the two-way symmetrical model of public relations (PR) to examine the use of websites and Twitter as PR tools. Data was collected through qualitative content analysis of the websites of 95 charities, 289 tweets from the Twitter accounts of seven charities, and face-to-face semi-structured interviews with 11 PR practitioners from five charities. The findings revealed that Saudi charities tended to use their websites as a source of information but underutilised the ability to facilitate dialogic communication with stakeholders. Usefulness of Information was the main dialogical principle of communication emerging from the website and Twitter analysis. However, the information disclosed on websites was insufficient, with 38 providing annual reports, 49 with media centres and 76 publishing financial reports. The findings showed that Saudi charitable organisations were not fully exploiting interaction and two-way communication on their websites or Twitter. A charity's transparency and credibility influence potential donors to make contributions, and the interview results indicated that confidence can be built by delivering and promoting successes and providing visual images and financial reports, as these increase donations. This study offers insight into how Saudi charities use websites and Twitter to communicate and build trust with the key public, extending upon existing knowledge of how websites and social media can be used for PR purposes by charitable organisations. It concludes with implications of how Saudi charities can use websites and Twitter to build and maintain mutually beneficial relationships with stakeholders.

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Section: Trust and Commitments Exchangementioning

confidence: 99%

An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building

Al-Jaafar

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Facebook Satisfaction and Its Impacts on Fundraising: A Case Study at a Portuguese Non-Profit Organization

Laureano

Fernandes

Hassamo

et al. 2018

Journal of Information Systems Engineering & Management

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Non-profit organizations have invested in the development of content for their Facebook pages, believing be an efficient and effective means to publicize its mission and raising resources, whether monetary or human. The purpose of this study is to assess the satisfaction of the participants with the Facebook page, and how that satisfaction influences the dissemination of the organization through the word-of-mouth and the donations practices. In this context, a questionnaire was administered to 204 participants that were aware of the Portuguese non-profit organization "Leigos para o Desenvolvimento" (People for Development). The results show that the participants are satisfied with Facebook page of the organization, and that there is influence of satisfaction on the word-of-mouth and on the frequency and amount of donations. However, satisfaction with the Facebook, itself, does not appear crucial to the realization of donations, either in the present or in future as intended. The study focuses only on one organization and includes a sample that may not represent all the population extracts and so inhibit the generalization of the findings to other populations. The paper includes implications for the development of an effective use of the Facebook as a digital marketing tool that can contribute to the sustainability of non-profit organizations. The study confirms the importance of the Facebook as a digital marketing tool that can contribute to the sustainability of non-profit organizations.

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Social Networking as a Marketing Tool

Cited by 2 publications

References 16 publications

An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building

An Exploration of The Use of Social Media (Websites/ Twitter) As A Public Relations Communication Technique by Saudi Charities for Relationship Building

Facebook Satisfaction and Its Impacts on Fundraising: A Case Study at a Portuguese Non-Profit Organization

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