Mass appeal: Social media marketing and crowdfunding among social enterprises in California
Kochenash, Cara R.
MetadataShow full item record
The volatile state of the global economy and resulting governmental cutbacks have brought new challenges and opportunities for social enterprises worldwide. In order to acquire sufficient resources to fulfill their organizational missions, social enterprises need to maintain competitive social media marketing (SMM) strategies. This research study utilizes a mixed methods approach to examine the nature of social media, the factors influencing the use of crowdfunding as a fundraising tool, and the message characteristics of social media posts among social enterprises in California. By identifying the SMM tactics that foster open interaction and stimulate charitable giving, this study can help marketing decision-makers know where to focus their resources and how to form effective behavioral interventions that can lead to increased donations. The findings of this research study indicate that while social media is seen as a valuable tool for building awareness and expanding social networks, it is not an effective fundraising tool as of yet. The perceived ineffectiveness of SMM and crowdfunding could be due to the neglect of conversational, two-way communication in the social enterprises’ social media campaigns. By utilizing multiple social media platforms in conjunction with traditional marketing techniques, including a variety of stakeholders in the social media conversation, and facilitating interactive discussions of topics relevant to the social media audience, social enterprises might be able to conduct more successful crowdfunding and SMM campaigns in the future.
Showing items related by title, author, creator and subject.
Essays on social influence, network effects and use of social media in impacting consumer behavior Toker Yildiz, Kamer (2014)The wide adoption of the Internet and social media has changed how consumers communicate amongst themselves and how companies communicate with their customers. Therefore, investigating the role of social interactions is ...
Lackaff, Derek James (2009)This dissertation contains three main sections. The first section begins with an overview of network generation research, with special attention paid to computer-assisted self-interviewing techniques. This chapter discusses ...
Assessing the viability of corporate social responsibility reporting as a governance mechanism for future trade agreements Tschopp, Daniel Joseph (2009)Starting with the NAFTA (North American Free Trade Agreement) side agreements, many recent free trade agreements (FTAs) have included provisions to address social and environmental conditions; however, the language relating ...