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Qualitative Content Analysis of Social Media as Marketing Endeavor for Small to Mid-Size Nonprofit Organizations.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Qualitative Content Analysis of Social Media as Marketing Endeavor for Small to Mid-Size Nonprofit Organizations./
作者:	Ewing, Amanda.
面頁冊數:	1 online resource (141 pages)
附註:	Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9781369663426

Qualitative Content Analysis of Social Media as Marketing Endeavor for Small to Mid-Size Nonprofit Organizations.
Ewing, Amanda.

Qualitative Content Analysis of Social Media as Marketing Endeavor for Small to Mid-Size Nonprofit Organizations. - 1 online resource (141 pages)

Source: Dissertation Abstracts International, Volume: 78-08(E), Section: A.

Thesis (D.B.A.)--Northcentral University, 2017.

Includes bibliographical references

Non-profit managers have reported their top three areas of concern as fundraising, public relations, and advertising, all of which can be achieved through social media regardless of budget, but non-profit organizations are underutilizing the full potential of these media and those seeking reliable data regarding current trends across multiple platforms and return on investment, specifically that apply to those who may need it most (i.e. those managing smaller non-profits with lower revenue streams) can find little regarding existing models that will generalize to their setting The prevalence of social media in today's society necessitated a deeper understanding of its potential for marketing, particularly in the non-profit sector. The purpose of this qualitative summative content analysis study was threefold: (1) to identify the trends of use of Facebook and Twitter by exemplary non-profit users, particularly those with lower revenue streams, employing Lovejoy and Saxton's Information Community Action schema, (2) to determine the consistency of application of the framework across Facebook and Twitter within organizations, and (3) to identify the trends related to return on investment (i.e., retweets, likes, shares, mentions) generated by the different types of social media postings as categorized as Information, Community, and Action. This study provides models of social media use by exemplary nonprofits to assist other nonprofit managers in addressing the underutilization of the full potential of these media, contributes to the overall body of knowledge available to non-profit managers wishing to practice social media marketing, regardless of revenue streams, and addresses noted concerns related to fundraising, public relations, and advertising. Similar to previous research, non-profit organizations with lower revenue streams are primarily using social media to present information, with a secondary agenda of building community. The types of postings vary across types of social media but remain fairly consistent within each organization. It is necessary to determine ROI to understand which types of postings are best suited to each type of social media. Additional research is needed in the areas of target audience metrics, Facebook reactions, the link between sales posts and actual sales, and application of the Information Community Action schema to other forms of social media.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781369663426Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Qualitative Content Analysis of Social Media as Marketing Endeavor for Small to Mid-Size Nonprofit Organizations.
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520 $a Non-profit managers have reported their top three areas of concern as fundraising, public relations, and advertising, all of which can be achieved through social media regardless of budget, but non-profit organizations are underutilizing the full potential of these media and those seeking reliable data regarding current trends across multiple platforms and return on investment, specifically that apply to those who may need it most (i.e. those managing smaller non-profits with lower revenue streams) can find little regarding existing models that will generalize to their setting The prevalence of social media in today's society necessitated a deeper understanding of its potential for marketing, particularly in the non-profit sector. The purpose of this qualitative summative content analysis study was threefold: (1) to identify the trends of use of Facebook and Twitter by exemplary non-profit users, particularly those with lower revenue streams, employing Lovejoy and Saxton's Information Community Action schema, (2) to determine the consistency of application of the framework across Facebook and Twitter within organizations, and (3) to identify the trends related to return on investment (i.e., retweets, likes, shares, mentions) generated by the different types of social media postings as categorized as Information, Community, and Action. This study provides models of social media use by exemplary nonprofits to assist other nonprofit managers in addressing the underutilization of the full potential of these media, contributes to the overall body of knowledge available to non-profit managers wishing to practice social media marketing, regardless of revenue streams, and addresses noted concerns related to fundraising, public relations, and advertising. Similar to previous research, non-profit organizations with lower revenue streams are primarily using social media to present information, with a secondary agenda of building community. The types of postings vary across types of social media but remain fairly consistent within each organization. It is necessary to determine ROI to understand which types of postings are best suited to each type of social media. Additional research is needed in the areas of target audience metrics, Facebook reactions, the link between sales posts and actual sales, and application of the Information Community Action schema to other forms of social media.
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