2019
DOI: 10.3390/socsci8060192
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The Use of Social Digital Networks by NGDO from a Social Marketing Perspective

Abstract: 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 c… Show more

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Cited by 9 publications
(4 citation statements)
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“…Esta presença configura um desafio no atual contexto de uma população conectada e com baixo envolvimento com temas de saúde [26]. Vários estudos [19], [20], [23], [24], [26] apontaram sugestões de boas práticas, a exemplo do diálogo com os cidadãos, como estratégia capaz de potencializar os canais dos atores públicos nesta aplicação. Este trabalho de comunicação institucional requer planeamento e atuação constante, para além dos períodos de crise.…”
Section: Conclusõesunclassified
“…Esta presença configura um desafio no atual contexto de uma população conectada e com baixo envolvimento com temas de saúde [26]. Vários estudos [19], [20], [23], [24], [26] apontaram sugestões de boas práticas, a exemplo do diálogo com os cidadãos, como estratégia capaz de potencializar os canais dos atores públicos nesta aplicação. Este trabalho de comunicação institucional requer planeamento e atuação constante, para além dos períodos de crise.…”
Section: Conclusõesunclassified
“…Furthermore, Twitter has also been configured as a tool that, used from a social marketing perspective, can contribute to generating changes in behavior more appropriate to sustainable development (Galiano-Coronil and Terán-Franco, 2019; Guijarro et al. , 2021; Guidry et al.…”
Section: Introductionmentioning
confidence: 99%
“…Furthermore, Twitter has also been configured as a tool that, used from a social marketing perspective, can contribute to generating changes in behavior more appropriate to sustainable development (Galiano-Coronil and Ter an-Franco, 2019;Guijarro et al, 2021;Guidry et al, 2014;Huang et al, 2019;Saxton et al, 2021). However, more evidence needs to be found combining the trinomial of CSR, social networks and happiness.…”
mentioning
confidence: 99%
“…The world is dealing with a demographic time bomb as jobs and job creation is scarce vs the number of people that need employment. Everybody is entitled to work without facing discrimination (which at the same time enriches entrepreneurial action) (McKague et al, 2015) and, as such, to decent and productive work that will address and end poverty and hunger by 2030 (Galiano-Coronil, 2021). SE adapts to particular contexts and plays a meaningful role in incorporating the social component of assisting and empowering the poor (Diochon et al, 2017;Fairbourne et al, 2007;García Alonso et al, 2020), especially vulnerable groups that are "left behind" and affected disproportionately by both unemployment and poverty.…”
Section: Introductionmentioning
confidence: 99%