Paper Info
Title
Modeling the adoption and use of social media by nonprofit organizations.
Abstract
This study examines what drives organizational adoption and use of social media through a model built around four key factors - strategy, capacity, governance and environment. Using Twitter, Facebook, and other data on 100 large US nonprofit organizations, the model is employed to examine the determinants of three key facets of social media utilization: (1) adoption, (2) frequency of use and (3) dialogue. We find that organizational strategies, capacities, governance features and external pressures all play a part in these social media adoption and utilization outcomes. Through its integrated, multi-disciplinary theoretical perspective, this study thus helps foster understanding of which types of organizations are able and willing to adopt and juggle multiple social media accounts, to use those accounts to communicate more frequently with their external publics, and to build relationships with those publics through the sending of dialogic messages.
Year
DOI
Venue
2013
10.1177/1461444812452411
NEW MEDIA & SOCIETY
Keywords
DocType
Volume
Dialogue,diffusion of innovation,Facebook,new media,nonprofit organizations,organization-public relations,social media,technology adoption and use,Twitter
Journal
15.0
Issue
ISSN
Citations 
2
1461-4448
32
PageRank 
References 
Authors
1.82
8
2
Name
Order
Citations
PageRank
Seungahn Nah1585.50
Gregory D. Saxton21318.97