期刊
INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT
卷 63, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.ijinfomgt.2021.102452
关键词
Social media; Non-profit organizations; UTAUT; Effectiveness; Jordan
This study examines the factors influencing the use of social media by non-profit organizations (NPOs), with a focus on the impact on NPO effectiveness. The results show that factors such as performance expectancy, effort expectancy, facilitating conditions, social influence, and management commitment play a vital role in determining the actual usage of social media. Furthermore, using social media has a significant positive effect on awareness and community engagement, but not on fundraising.
The growing social media use worldwide has encouraged researchers to research on how and why it is adopted. However, the majority of studies have focused on the individual rather than the organizational level. There is also a relative paucity of research on organizational level factors that affect the use of social media applications by non-profit organizations (NPOs). Hence, this study aims to bridge this gap in research by analyzing the factors that determine social media use, which leads to increasing the effectiveness (i.e., awareness, community engagement, and fundraising) of NPOs. The data were collected through questionnaires distributed to public relations practitioners in 325 NPOs in Jordan and analyzed using structural equation modeling (SEM). The results supported the vital role of performance expectancy, effort expectancy, facilitating conditions, social influence, and management commitment on the actual usage of social media. The results also showed that using social media has a significant positive effect on awareness and community engagement, while no significant impact is reported regarding fundraising. Theoretically, this study extends the unified theory of acceptance and use of technology (UTAUT) by incorporating new factors, namely management commitment, awareness, community engagement, and fundraising, and proposing new relationships in the model. Practically, this research provides implications for stakeholders of NPOs, including policymakers and public relations practitioners.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据