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The Role of Content Marketing Strategies in Traffic Generation: A Conceptual Model Development Read chapter Read first chapter

2018 | OriginalPaper | Chapter

The Practices of Nonprofit Organizations in the New Age of Social Media: A Qualitative Study of Donors’ Receptiveness

Authors : Emna Haddar, Meriam Belkhir

Published in: Digital Economy. Emerging Technologies and Business Innovation

Publisher: Springer International Publishing

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Abstract

Social media platforms have engendered new avenues for social participation, which enables non-profit organizations and their core stakeholders to build a fruitful relationship. Yet, emerging challenges have hindered them from taking advantages of all features offered by the new media namely with reference to potential donors’ receptivity to online charitable presence. Therefore, a critical examination of opportunities and challenges associated with nonprofit and donor’ use of these media is needed. Our study examines donors’ receptiveness toward online charitable activities. To achieve this aim, we designed a qualitative study using in-depth individual interviews. Our findings reveals the perceived benefits of the integration of social media in nonprofit’ work and explore barriers that prevent effective use of these platforms in nonprofit practices.

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previous chapter Co-design and Chronic Regulatory Focus: A Cross-cultural Study and Suggestions for Future e-Marketing Practices
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Appendix
Available only for authorised users
Footnotes
1
DRTV: Direct Response Television Advertising.
 
2
DRPA: Direct Response Press Advertising.
 
4
WOM: word of mouth.
 
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Metadata
Title
The Practices of Nonprofit Organizations in the New Age of Social Media: A Qualitative Study of Donors’ Receptiveness
Authors
Emna Haddar
Meriam Belkhir
Copyright Year
2018
Book
Digital Economy. Emerging Technologies and Business Innovation

Print ISBN: 978-3-319-97748-5

Electronic ISBN: 978-3-319-97749-2

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-319-97749-2_4

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