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Ephilanthropy: the impact of the internet & online communities in achieving social change

UNCW Author/Contributor (non-UNCW co-authors, if there are any, appear on document)
Selin A. Soyak (Creator)
Institution
The University of North Carolina Wilmington (UNCW )
Web Site: http://library.uncw.edu/
Advisor
L. Vince Howe

Abstract: While marketing in the nonprofit sector is a growing topic in today’s literature, research surrounding its effect on social change is still under development. More exploration to uncover the position of the Internet in the nonprofit marketing field will reveal its effectiveness for stimulating support and ongoing advocacy from its users. An important phenomenon for nonprofit organizations to uncover and embrace, social marketing will allow them to increase support in the online community. Focusing on animal advocacy and the virtual community of the ASPCA, this paper will help contribute to the understanding of user habits, motivations and behavioral intentions as they relate to philanthropy and promoting social capital on the Web. Through an analysis of the questionnaire provided, the study highlights both participation antecedents (involvement and received word of mouth) and participation consequences (word of mouth and donation behavior) as they relate to overall online participation. The study also looks at the level of satisfaction, as compared to user frequency and habits of the community. A methodology section is provided ¾ including fieldwork, and implications ¾ based on the results of the study.

Additional Information

Publication
Thesis
A Thesis Submitted to the University of North Carolina Wilmington in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration
Language: English
Date: 2009
Keywords
Animal welfare--Societies, etc.--Public relations, Electronic discussion groups, Electronic fund raising, Internet marketing, Nonprofit organizations--Electronic discussion groups, Social change--United States, Internet in public relations
Subjects
Internet marketing
Nonprofit organizations -- Electronic discussion groups
Electronic discussion groups
Electronic fund raising
Animal welfare -- Societies, etc. -- Public relations
Social change -- United States
Internet in public relations