Use of digital advocacy by German nonprofit foundations on Facebook

Bürger, Tobias

doi:10.1016/j.pubrev.2015.07.007

Cited by 22 publications

(10 citation statements)

References 5 publications

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“…Therefore it is possible to support proposition 5. These results also seem to be in compliance with the social media literature that highlights information access, content and frequency as chief motivating factors to become a fan of a utility's Facebook account (Swani et al 2013;Bauer et al 2012;Bürger 2015). As the final proposition of this study, proposition 6 suggests an interrelationship between the invested resources and the communication outcome.…”

Section: Amount Of Fanssupporting

confidence: 83%

“…Similarly, Swani et al (2013, p. 287) highlight that '[b]uilding account fanbases can be accomplished by focusing on developing relevant message content'. In addition to content, the frequency of postings seems to positively affect the number of fans (Bürger 2015). Beyond these communication aspects, the amount of fans might also be influenced by the company's specification (Sharif et al 2015;Nah and Saxton 2012) and the resources spent (Picazo-Vela et al 2012).…”

Section: )mentioning

confidence: 99%

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When Public Utilities Like to Talk on Facebook

Martin

2017

Z Energiewirtsch

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As the leading social media tool, Facebook is increasingly becoming an important channel for twosided stakeholder communication in the energy sector. Even though public utilities more and more all relying on such virtual communication, little is known regarding the communication-related factors and their interdependencies. This study aims to reduce this research gap by analysing correlations between a public utility's specifications, communication interactivity, the resources spent and the outcome of the Facebook conversation. In 2016, an online questionnaire was sent to German, Austrian and Swiss utility companies. The empirical data of the 139 utilities that responded fully support relationships between the communication interactivity and the invested resources as well as the outcomes of a communication. In this way, the results provide new insights for scholars and practitioners into the Facebook conversations of public entities.

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Section: Amount Of Fanssupporting

confidence: 83%

Section: )mentioning

confidence: 99%

When Public Utilities Like to Talk on Facebook

Martin

2017

Z Energiewirtsch

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“…Thus, it is difficult to predict whether nonprofits are more likely to engage stakeholders at a higher level on Facebook or Twitter. Consistent with this ambiguity, the three studies that focused on Facebook exclusively included in Table (Burger, ; Huang et al, ; Saxton & Waters, 2016) found somewhat lower levels of information‐oriented content and higher levels of action‐oriented content compared to those that only analyzed Twitter. However, all three still reported information provision was the most popular mode of engagement.…”

Section: Engaging Stakeholders Through Social Mediamentioning

confidence: 95%

“…Subsequent studies utilized the hierarchy of engagement to advance our understanding of how nonprofit organizations use social media. Several applied the framework to examine how various nonprofit subgroups engage their stakeholders on social media, including sport‐for‐development organizations (Svensson, Mahoney, & Hambrick, ), Chinese NGOs (Zhou & Pan, ), and German foundations (Burger, ). Others used it to analyze how stakeholders respond to different kinds of messages (Guidry, Waters, & Saxton, ; Huang, Lin, & Saxton, ; Lam & Nie, ; Park, Reber, & Chon, ), and to identify advocacy organizations' Twitter tactics and strategies (Guo & Saxton, ).…”

Section: Introductionmentioning

confidence: 99%

Terms of engagement: Facebook and Twitter use among nonprofit human service organizations

Campbell

Lambright

2020

Nonprofit Mgmnt & Ldrshp

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This study uses hierarchy of engagement to analyze how nonprofit human service organizations use Facebook and Twitter to engage stakeholders. Their framework has not been applied to this nonprofit subgroup, and most previous scholarship on this topic focuses on just one platform. We also contribute by drawing on organizational theory to better understand variation in the modes of engagement organizations emphasize. Based on our analysis, we add new subcategories to the hierarchy of engagement. In addition, we find that compared to other nonprofit subgroups examined in previous research, the organizations in our sample placed a greater emphasis on using social media messages to ask stakeholders to take action. We report only modest variations in how organizations were using Facebook and Twitter. Finally, according to our results, resource dependence and stewardship theories help explain the modes of engagement organizations prioritize. K E Y W O R D SSocial media, Stakeholder engagement, Nonprofit < management,

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“…The hashtag was designed to influence others, a symbol for a movement that wanted individuals to become part of a much larger movement (Bruns et al, 2011). Twitter was chosen because this social media platform is often used for online advocacy efforts due to its instant information distribution (Burger, 2015).…”

Section: Introductionmentioning

confidence: 99%

Analyzing Political Marketing in Indonesia: A Palm Oil Digital Campaign Case Study

Khairiza

Kusumasari

2020

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Social media in political marketing is an emerging area of research. This study explains how social networks are constructed in a digital campaign, identifying key actors, and messages involved in modern political marketing. A hotly contested palm oil campaign in Indonesia serves as a case study to analyze and visualize the messaging content found in digital campaigns. Social Network Analysis (SNA) was used to map the social network sites in Twitter and to track social interaction patterns in the #SawitBaik campaign. The results confirmed that state institutions, non-governmental institutions, news media, and individuals were key actors in the digital campaign. The actors’ roles varied from providing information and supporting palm oil activities to criticizing palm oil activities and promoting campaign events. Most tweets were critical of the government, serving as brand advocacy. The #SawitBaik campaign is also an example of political marketing used by a government in order to influence its citizens. In this case, the goal was to shape and win public support by legitimizing palm oil activities in Indonesia.

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Use of digital advocacy by German nonprofit foundations on Facebook

Cited by 22 publications

References 5 publications

When Public Utilities Like to Talk on Facebook

When Public Utilities Like to Talk on Facebook

Terms of engagement: Facebook and Twitter use among nonprofit human service organizations

Analyzing Political Marketing in Indonesia: A Palm Oil Digital Campaign Case Study

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