publication . Other literature type . Thesis . 2017

Towards an integrated social media communication model for the not-for-profit sector: a case study of youth homelessness charities

Sutherland, Karen Elizabeth;
  • Published: 01 Mar 2017
  • Publisher: Monash University
Abstract
Not-for-profit organisations have looked to social media as a less expensive option to build relationships with those they rely on for survival: donors, supporters and volunteers. While recent research has explored ways not-for-profits have used social media to strengthen brands, engagement and relationships, less attention has focused on stakeholders of charities in relation to habits, attitudes and approaches to social media technology, particularly within Australia. To address this gap, a triangulated, mixed-methods approach was used. This included semi-structured interviews, an online survey, and social media content analysis that compared organisational mot...
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doi: 10.4225/03/58b75a604b8fb
Subjects
free text keywords: Uncategorized, dialogic, social media, monash:162376, not-for-profit, public relations, thesis(doctorate), ethesis-20150915-103225, relationship management, integration, open access, 1959.1/1219300, 2015, charity
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Thesis . 2017
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http://dx.doi.org/10.4225/03/5...
Other literature type . 2017
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Monash University
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