Does Stakeholder Engagement Pay Off on Social Media? (18/20)

This article dives into the use of social media for Nonprofits and how they get word of their missions out to the public. 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, little is known empirically about this process. To better understand the return on social media, this study develops empirical measures of four key dimensions of social media-based social capital centering on the nature of nonprofits’ network positions and stakeholder ties.

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