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动员的备用纽带:社交媒体平台和公民参与
1Department of Sociology, MacEwan University, Edmonton, AB, Canada.
概括
在社交媒体上关注非营利组织显著提高了在线和离线志愿者和捐款. 脸书显示了一个稍微更强的连接,可能是由于它被个人和组织广泛使用.
科学领域:
- 社会科学 社会科学 社会科学
- 沟通研究 沟通研究
- 非营利性的管理管理.
背景情况:
- 非营利组织主要依赖于通过捐款和志愿者获得公众支持.
- 数字媒体为非营利组织的参与提供了新的途径,包括在线捐款和志愿者招募.
- 社交媒体平台可以将公民与非营利性使命联系起来,并促进参与.
研究的目的:
- 调查社交媒体的使用如何影响公民与非营利组织的联系.
- 检查这些社交媒体连接和随后的在线和离线志愿者和捐赠行为之间的关系.
- 为了比较不同社交媒体平台 (Facebook,Instagram,Twitter) 在促进公民参与方面的作用.
主要方法:
- 利用来自四个国家的代表性调查数据:美国,英国,法国和加拿大 (n = 6291).
- 采用统计分析来确定在社交媒体上关注非营利组织与参与志愿者和捐赠活动之间的相关性.
- 在包括Facebook,Instagram和Twitter在内的主要社交媒体平台进行了差异化分析.
主要成果:
- 在社交媒体上关注非营利性组织和在线和离线志愿者和捐赠之间发现了显著的正相关性.
- 与Instagram和Twitter相比,Facebook表现出一个略显的积极关联.
- 脸书的整体受欢迎程度可能有助于它在将用户与非营利性事业联系起来方面发挥更大的作用.
结论:
- 社交媒体平台是加强公民与非营利组织联系的有效工具.
- 在社交媒体上关注非营利组织是增加公民参与的预测因素,包括志愿服务和捐赠.
- 平台特定的动态,例如Facebook的受欢迎程度,可以影响社交媒体在动员非营利组织支持方面的有效性.
关键词:
公民团体的公民团体.脸书 脸书 脸书 脸书在Instagram上使用Instagram.他们的推特是Twitter.公民参与 公民参与捐赠 捐赠 是一个捐赠.社交媒体 社交媒体志愿者是一个志愿者.更多相关视频
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