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.
Ephilanthropy: the impact of the internet & online communities in achieving social change
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Created on 1/1/2009
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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