Modeling the adoption and use of social media by nonprofit organizations
Modeling the adoption and use of social media by nonprofit organizations
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DOI：
10.1177/1461444812452411
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发表时间：
2013-03-01
影响因子：
5
通讯作者：
Saxton, Gregory D.
中科院分区：
文献类型：
--
作者：
Nah, Seungahn;Saxton, Gregory D.
本研究通过围绕四个关键因素（战略、能力、治理和环境）建立的模型，探讨了推动组织采用和使用社交媒体的因素。该模型使用Twitter、Facebook和美国100家大型非营利组织的其他数据，研究了社交媒体使用的三个关键方面的决定因素：（1）采用，（2）使用频率和（3）对话。我们发现，组织的战略，能力，治理特征和外部压力都发挥了作用，在这些社会媒体的采用和利用的结果。通过其综合的，多学科的理论视角，本研究有助于促进了解哪些类型的组织能够并愿意采用和玩弄多个社交媒体帐户，使用这些帐户更频繁地与外部公众沟通，并通过发送对话信息与这些公众建立关系。
This study examines what drives organizational adoption and use of social media through a model built around four key factors - strategy, capacity, governance and environment. Using Twitter, Facebook, and other data on 100 large US nonprofit organizations, the model is employed to examine the determinants of three key facets of social media utilization: (1) adoption, (2) frequency of use and (3) dialogue. We find that organizational strategies, capacities, governance features and external pressures all play a part in these social media adoption and utilization outcomes. Through its integrated, multi-disciplinary theoretical perspective, this study thus helps foster understanding of which types of organizations are able and willing to adopt and juggle multiple social media accounts, to use those accounts to communicate more frequently with their external publics, and to build relationships with those publics through the sending of dialogic messages.