دانلود رایگان مقاله تقابل کنترل، رسانه های اجتماعی و روابط عمومی و سازمانی: مطالعه اهداکنندگان سازمان های رفاه خانوار

عنوان فارسی
تقابل کنترل، رسانه های اجتماعی و روابط عمومی و سازمانی: مطالعه اهداکنندگان سازمان های رفاه خانوار
عنوان انگلیسی
Control mutuality, social media, and organization-public relationships: A study of local animal welfare organizations’ donors
صفحات مقاله فارسی
0
صفحات مقاله انگلیسی
11
سال انتشار
2016
فرمت مقاله انگلیسی
PDF
نشریه
الزویر - Elsevier
کد محصول
E4819
دانشگاه
دانشگاه آبرن، ایالات متحده
رشته های مرتبط با این مقاله
مدیریت، مدیریت فناوری اطلاعات و ارتباطات
کلمات کلیدی
کنترل متقابل، رسانه های اجتماعی، روابط عمومی سازمان، مدیریت رابطه، اهدا کنندگان، سازمان های غیر انتفاعی
مجله
بررسی روابط عمومی - Public Relations Review
چکیده

abstract

 

Using an online survey and qualitative analysis, this study examined the role of control mutuality in social media engagement to provide insight for social media strategy creation for nonprofit organizations. Guided by OPR and relationship management literature, insights and implications contribute to scholarly discussions of control mutuality and relationship management.

نتیجه گیری

5. Discussion

 

Publics are quite vocal on social media (Bowen, 2013). When online resources such as social media are not used to their full potential in the nonprofit sector (Waters & Lord, 2009), organization-public relationships do not have the ability to flourish online, which can be damaging to donor relations for organizations dependent primarily on donations. Findings from this study revealed that donors who ‘liked’ (or followed) their local animal welfare organization’s social media platforms perceived greater control mutuality than those who did not. When donors perceived heightened control mutuality, they were more likely to participate in social media engagement activities such as contribution and creation on a local animal welfare organization’s social media platforms. Donors, who perceived heightened control mutuality, also noted that they felt that their suggestions and opinions were valued by their local animal welfare organization and would have an impact on its operations. For example, donors encouraged local animal welfare organizations to use social media to communicate about immediate needs of the organization. One donor commented: I feel social media has been a wonderful platform for the organization to communicate to the public any emergent or long term needs. Whether it is fostering or when they need assistance with providing food for the animals in the shelter.


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