Terms of engagement: Facebook and Twitter use among nonprofit human service organizations
This study uses Lovejoy and Saxton's (2012) 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...
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| Published in | Nonprofit management & leadership Vol. 30; no. 4; pp. 545 - 568 |
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| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
Hoboken, USA
Wiley Periodicals, Inc
01.06.2020
Wiley Subscription Services, Inc |
| Subjects | |
| Online Access | Get full text |
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| Abstract | This study uses Lovejoy and Saxton's (2012) 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. |
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| AbstractList | This study uses Lovejoy and Saxton's (2012) 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. |
| Author | Lambright, Kristina T. Campbell, David A. |
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| Cites_doi | 10.1177/0899764012471585 10.1080/10810730.2015.1058435 10.1007/s11266-016-9685-4 10.1177/1461444816645652 10.1521/aeap.2016.28.6.539 10.1145/108844.108856 10.1111/j.1573-7861.2011.01302.x 10.1177/1461444812452411 10.1080/1062726X.2014.908721 10.1145/2858036.2858333 10.1016/j.pubrev.2009.05.002 10.1177/1098214009352361 10.1016/j.pubrev.2010.08.004 10.2307/259223 10.1016/j.pubrev.2015.01.004 10.1007/s11266-019-00128-1 10.1080/22041451.2015.1042423 10.1177/0899764014553639 10.1111/1468-5973.12116 10.1177/0894439314525752 10.1177/0899764019852673 10.1016/j.pubrev.2012.01.005 10.1080/23303131.2016.1192574 10.1016/j.pubrev.2013.02.009 10.1002/nvsm.1545 10.1016/j.pubrev.2015.07.007 10.1016/j.pubrev.2013.07.013 10.1093/jopart/mun009 10.1080/23303131.2016.1197869 10.1111/j.1083-6101.2012.01576.x 10.1007/s11266-015-9633-8 10.1108/JSOCM-02-2014-0014 |
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| SubjectTerms | Facebook Hierarchies Human service organizations Management Nonprofit organizations Nonprofit < management Organization theory Social agencies Social media Social networks Stakeholder engagement Stakeholders |
| Title | Terms of engagement: Facebook and Twitter use among nonprofit human service organizations |
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