Social media, an emerging platform for relationship building

“

Netnography with a metaphoric grounded analysis is used for the data analysis to identify these determinants, and a conceptual framework is proposed to inform the strategic direction of NGOs. The findings suggest that supporters engage with NGOs largely for personal and organizational reasons. Emotions, trust, and information needs emerge as the primary personal drivers for engagement, whereas organizational accountability, performance, brand image, and transparency emerge as organizational drivers. Behavioural intention mediates the relationship between the drivers of engagement and supporter contributions. The study suggests that as the number of supporters on social media platforms is rapidly increasing, NGOs should recognize the importance of the supporter experience while designing their marketing strategies.

”

“

Working for nongovernment organizations (NGOs) is a great pleasure for me. This area is essential as NGOs often do not have sufficient financial support and are dependent on supporters to pursue their vision and accomplish their mission for the welfare of society. Readers will find this paper interesting because netnography with a metaphoric grounded analysis is used for the data analysis to identify significant determinants, and a conceptual framework is proposed to inform the strategic direction of NGOs.

”