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What do stakeholders like on Facebook? Examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages

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dc.contributor.author Saxton, G. D., & Waters, R. D
dc.date.accessioned 2019-02-04T17:32:52Z
dc.date.available 2019-02-04T17:32:52Z
dc.date.issued 2014
dc.identifier.citation Saxton, G. D., & Waters, R. D. (2014). What do stakeholders like on Facebook? Examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages. Journal of Public Relations Research, 26(3), 280-299. en_US
dc.identifier.uri https://s3.amazonaws.com/academia.edu.documents/38355260/1062726x.2014.908721_JPRR.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1549302983&Signature=dKTdyPlQC62Ou2QpcN9l1k7ECec%3D&response-content-disposition=inline%3B%20filename%3DWhat_do_stakeholders_like_on_Facebook_Ex.pdf
dc.identifier.uri http://hdl.handle.net/11212/4217
dc.description.abstract Although public relations scholarship has often discussed the possibilities of dialogue and engagement using social media, research has not truly explored this dynamic. Instead, research on social media platforms has focused on measuring the content and structure of organizational profiles. This study seeks to enhance the field’s discussion about social media engagement by determining what organizational content individual stakeholders prefer on Facebook in terms of liking, commenting, and sharing. A content analysis of 1,000 updates from organizations on the Nonprofit Times 100 list indicates that, based on what they comment on and like, individuals prefer dialogic, as well as certain forms of mobilizational, messages; however, they are more likely to share one-way informational messages with their own networks. These findings are interpreted using practical and theoretical implications for the practice of public relations. en_US
dc.language.iso en en_US
dc.publisher Journal of Public Relations Research en_US
dc.subject non-profit en_US
dc.subject nonprofit en_US
dc.subject public relations en_US
dc.subject research en_US
dc.subject social media en_US
dc.subject stakeholders en_US
dc.subject messaging en_US
dc.title What do stakeholders like on Facebook? Examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages en_US
dc.type Article en_US


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