Does Stakeholder Engagement Pay Off on Social Media? A Social Capital Perspective

Nonprofits use social media to pursue a broad range of mission-related outcomes. Given the centrality of user connections and social networks on these sites, attaining these outcomes is contingent on first generating a stock of online social capital through investing in online relationships. Yet, li...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Nonprofit and voluntary sector quarterly 2019-02, Vol.48 (1), p.28-49
Hauptverfasser:	Xu, Weiai (Wayne), Saxton, Gregory D.
Format:	Artikel
Sprache:	eng
Schlagworte:	Cues Mass media Nonprofit organizations Social capital Social media Social networks Stakeholders Tactics
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!