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An analysis of effect of social media on intention of donation for non-profit organizations

Title
An analysis of effect of social media on intention of donation for non-profit organizations
Authors
Zahedy, Mohammad
Date Issued
2017
Publisher
포항공과대학교
Abstract
Social media have provided new opportunities and potentials for nonprofit organizations (NPO). NPOs now can connect to wider public easier and faster than before. This trend created the necessity to know how social media affect their organization activities and their stakeholders, and how they can better utilize the rich features of social media in fulfilment of their organization’s mission, objectives and raising funds and donation. The objective of this study is find out that how social media impact on intention to donate among NPO stakeholder. This research proposes a model by using perceived usefulness and concept of trust. Specifically, the effect of social media on trust and consequently effect of trust on intention to donate is examined. The result of this study shows that relationship, transparency and engagement in social media positively impact trust of stakeholders toward NPOs. Also, the perceived usefulness has positive effect on both trust and intention to donate. This study found out that impact of trust is higher than perceived usefulness on intention to donate. In this study employs structural equation modeling (SEM) and partial least square (PLS) for analysis of data and the proposed model. The result of this study provides references for NPO policy makers.
URI
http://postech.dcollection.net/jsp/common/DcLoOrgPer.jsp?sItemId=000002376241
https://oasis.postech.ac.kr/handle/2014.oak/92593
Article Type
Thesis
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