Pub Date : 2020-12-21DOI: 10.1080/10495142.2020.1865233
N. Baptista, J. Pinho, H. Alves
ABSTRACT Social marketing thinking and strategies have been used by public health and nongovernmental organizations to improve treatment adherence, with encouraging results. However, in contexts characterized by high uncertainty regarding treatment outcomes, the role of social marketing can be problematic. This research is part of a vast investigation project in which the authors explore how the social support concept can be better approached in social marketing interventions targeting contexts of treatment uncertainty. The aim of the present study is to analyze the structure of social support interactions in two online health communities facing uncertainty in treatment outcomes. To achieve this goal, the social network analysis (SNA) technique was used. Results indicate that the online communities examined in the study shared a similar structural signature, that is characterized by scale-free and small world properties and reduced indexes of reciprocity. Results also indicate that users mostly search for informational types of support in these online communities and that the communities can be segmented into homogeneous groups based on the structural positions they occupy in the network and their profile of support interaction. Implications for social marketing segmentation and targeting are discussed.
{"title":"Social Marketing and Online Social Support Structure in Contexts of Treatment Uncertainty","authors":"N. Baptista, J. Pinho, H. Alves","doi":"10.1080/10495142.2020.1865233","DOIUrl":"https://doi.org/10.1080/10495142.2020.1865233","url":null,"abstract":"ABSTRACT Social marketing thinking and strategies have been used by public health and nongovernmental organizations to improve treatment adherence, with encouraging results. However, in contexts characterized by high uncertainty regarding treatment outcomes, the role of social marketing can be problematic. This research is part of a vast investigation project in which the authors explore how the social support concept can be better approached in social marketing interventions targeting contexts of treatment uncertainty. The aim of the present study is to analyze the structure of social support interactions in two online health communities facing uncertainty in treatment outcomes. To achieve this goal, the social network analysis (SNA) technique was used. Results indicate that the online communities examined in the study shared a similar structural signature, that is characterized by scale-free and small world properties and reduced indexes of reciprocity. Results also indicate that users mostly search for informational types of support in these online communities and that the communities can be segmented into homogeneous groups based on the structural positions they occupy in the network and their profile of support interaction. Implications for social marketing segmentation and targeting are discussed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"311 - 350"},"PeriodicalIF":1.4,"publicationDate":"2020-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1865233","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42234137","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-21DOI: 10.1080/10495142.2020.1865231
Jiwon Suh
ABSTRACT Nonprofit organizations increasingly communicate with their stakeholders using a diverse range of communication channels, some of which involve social media. Although previous studies have found benefits to using social media for nonprofits, little is known empirically about nonprofits’ entire usage of communication channels. It is particularly unclear when nonprofit organizations become capable of investing in their communication channels and what revenue sources affect organizational communication use. To investigate these questions this study examines the impacts of revenue source indicators on museum communication, including usage of traditional channels and social media. By collecting museum data from multiple sources, including official websites and their social media profiles, this study finds that Revenue Diversification (RD) has a positive impact on the number of communication channels utilized as well as on the number of Facebook posts and engagements. The government grants ratio and donations ratio do not have such relationships. The results suggest that financially stable nonprofit organizations may be more capable of adopting new communication media and proactively utilizing them.
{"title":"Revenue Sources Matter to Nonprofit Communication? An Examination of Museum Communication and Social Media Engagement","authors":"Jiwon Suh","doi":"10.1080/10495142.2020.1865231","DOIUrl":"https://doi.org/10.1080/10495142.2020.1865231","url":null,"abstract":"ABSTRACT Nonprofit organizations increasingly communicate with their stakeholders using a diverse range of communication channels, some of which involve social media. Although previous studies have found benefits to using social media for nonprofits, little is known empirically about nonprofits’ entire usage of communication channels. It is particularly unclear when nonprofit organizations become capable of investing in their communication channels and what revenue sources affect organizational communication use. To investigate these questions this study examines the impacts of revenue source indicators on museum communication, including usage of traditional channels and social media. By collecting museum data from multiple sources, including official websites and their social media profiles, this study finds that Revenue Diversification (RD) has a positive impact on the number of communication channels utilized as well as on the number of Facebook posts and engagements. The government grants ratio and donations ratio do not have such relationships. The results suggest that financially stable nonprofit organizations may be more capable of adopting new communication media and proactively utilizing them.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"271 - 290"},"PeriodicalIF":1.4,"publicationDate":"2020-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1865231","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47038338","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-10-19DOI: 10.1080/10495142.2019.1606757
Sujo Thomas, Sonal Kureshi, Sanket Vatavwala
ABSTRACT This study provides an overview of the scholastic literature on cause-related marketing (CRM) during the period 1988–2016. The purpose of this study was to first identify significant knowledge gaps and hence encourage researchers to close the gaps through future studies. Second, the objective was to provide the researchers insights about the constructs examined, theories applied and managerial dimensions addressed. A review of 202 full-length articles across peer-reviewed academic journals, published in the literature for 28 years, was undertaken to provide researchers with a reference guide. A structured approach, to accumulate relatively complete census of articles, was followed, and information was extracted from six major online e-journal databases. Every article was classified by year, journal, country, the methodology used, theories adopted and managerial dimensions addressed. Journal of Nonprofit & Public Sector Marketing was found to publish maximum CRM related articles. Experimental methodology was adopted by large number of research papers. Attribution theory was found to be the most popular theory for understanding the CRM phenomenon. Majority of the articles were found to address the dimension of planning. In contrast to past CRM literature reviews, this paper identified and recorded the theoretical foundations applied to understand consumer behavior towards CRM. Further, the present paper extends the scope of past CRM review studies by examining and discussing managerial dimensions addressed in CRM domain. Implications and agenda for future research are also discussed.
{"title":"Cause-Related Marketing Research (1988–2016): An Academic Review and Classification","authors":"Sujo Thomas, Sonal Kureshi, Sanket Vatavwala","doi":"10.1080/10495142.2019.1606757","DOIUrl":"https://doi.org/10.1080/10495142.2019.1606757","url":null,"abstract":"ABSTRACT This study provides an overview of the scholastic literature on cause-related marketing (CRM) during the period 1988–2016. The purpose of this study was to first identify significant knowledge gaps and hence encourage researchers to close the gaps through future studies. Second, the objective was to provide the researchers insights about the constructs examined, theories applied and managerial dimensions addressed. A review of 202 full-length articles across peer-reviewed academic journals, published in the literature for 28 years, was undertaken to provide researchers with a reference guide. A structured approach, to accumulate relatively complete census of articles, was followed, and information was extracted from six major online e-journal databases. Every article was classified by year, journal, country, the methodology used, theories adopted and managerial dimensions addressed. Journal of Nonprofit & Public Sector Marketing was found to publish maximum CRM related articles. Experimental methodology was adopted by large number of research papers. Attribution theory was found to be the most popular theory for understanding the CRM phenomenon. Majority of the articles were found to address the dimension of planning. In contrast to past CRM literature reviews, this paper identified and recorded the theoretical foundations applied to understand consumer behavior towards CRM. Further, the present paper extends the scope of past CRM review studies by examining and discussing managerial dimensions addressed in CRM domain. Implications and agenda for future research are also discussed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"488 - 516"},"PeriodicalIF":1.4,"publicationDate":"2020-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2019.1606757","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42280865","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-09-10DOI: 10.1080/10495142.2020.1798851
S. Sindhu
ABSTRACT Cause-related marketing has the capability to generate strong brand evaluations and brings to managers a set of very complex decisions. Cause-related marketing very closely concerns society and its problems and consumers (in terms of product/service offer and the seeking of their support for various campaigns) and the company (with its various objectives that demand simultaneous attention). Although this marketing strategy has been used for more than 30 years there’s still a lack of clarity regarding the level of importance of various factors that affect success of a cause-related marketing campaign. In this study, the aim was to determine driving and dependence power of certain significant factors over each other to ascertain the approach with which these factors must be considered during campaign development For this purpose, ISM technique was employed to determine interrelationships between factors and, later on, the hierarchy that lies in their relations.
{"title":"Cause-related marketing — an interpretive structural model approach","authors":"S. Sindhu","doi":"10.1080/10495142.2020.1798851","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798851","url":null,"abstract":"ABSTRACT Cause-related marketing has the capability to generate strong brand evaluations and brings to managers a set of very complex decisions. Cause-related marketing very closely concerns society and its problems and consumers (in terms of product/service offer and the seeking of their support for various campaigns) and the company (with its various objectives that demand simultaneous attention). Although this marketing strategy has been used for more than 30 years there’s still a lack of clarity regarding the level of importance of various factors that affect success of a cause-related marketing campaign. In this study, the aim was to determine driving and dependence power of certain significant factors over each other to ascertain the approach with which these factors must be considered during campaign development For this purpose, ISM technique was employed to determine interrelationships between factors and, later on, the hierarchy that lies in their relations.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"102 - 128"},"PeriodicalIF":1.4,"publicationDate":"2020-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798851","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44695616","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-18DOI: 10.1080/10495142.2020.1798854
M. Tofighi, E. Mazaheri, Jeffrey E. Anderson
ABSTRACT Does seeing a friend supporting a nonprofit organization on social media affect one’s subsequent behavior on social media? How is it different from seeing a friend supporting a luxury or utilitarian company on social media? In three experiments, we answer these questions by examining the differential influences of peer endorsement types (i.e., Facebook vs. offline social engagement) on one’s subsequent social behavior on Facebook. Experiments 1, 2, and 3 show that for a nonprofit organization, peer-influence is more beneficial when encountered in an offline social engagement (e.g., wearing a cause pin as a result of donation) than viewed on Facebook. However, for a utilitarian company, peer-influence is more beneficial when it happens on Facebook than offline social engagement. For luxury companies, there is no differential effect of peer-influence on Facebook or face-to-face. Drawing on costly signaling theory, Experiment 2 demonstrates that perceived altruism is the underlying mechanism for the positive effect of offline social engagement for nonprofit organizations. Experiment 3 introduces the self-company connection as the boundary condition and shows that the positive effect of peers’ offline social endorsement for nonprofits (and Facebook endorsement for utilitarian companies) only emerges when the self-company connection to the nonprofits is low.
{"title":"The Impact of Peer-Influence: How Does Social Network Endorsement Affect Nonprofits and For-Profit Companies?","authors":"M. Tofighi, E. Mazaheri, Jeffrey E. Anderson","doi":"10.1080/10495142.2020.1798854","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798854","url":null,"abstract":"ABSTRACT Does seeing a friend supporting a nonprofit organization on social media affect one’s subsequent behavior on social media? How is it different from seeing a friend supporting a luxury or utilitarian company on social media? In three experiments, we answer these questions by examining the differential influences of peer endorsement types (i.e., Facebook vs. offline social engagement) on one’s subsequent social behavior on Facebook. Experiments 1, 2, and 3 show that for a nonprofit organization, peer-influence is more beneficial when encountered in an offline social engagement (e.g., wearing a cause pin as a result of donation) than viewed on Facebook. However, for a utilitarian company, peer-influence is more beneficial when it happens on Facebook than offline social engagement. For luxury companies, there is no differential effect of peer-influence on Facebook or face-to-face. Drawing on costly signaling theory, Experiment 2 demonstrates that perceived altruism is the underlying mechanism for the positive effect of offline social engagement for nonprofit organizations. Experiment 3 introduces the self-company connection as the boundary condition and shows that the positive effect of peers’ offline social endorsement for nonprofits (and Facebook endorsement for utilitarian companies) only emerges when the self-company connection to the nonprofits is low.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"177 - 203"},"PeriodicalIF":1.4,"publicationDate":"2020-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798854","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46503638","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-09DOI: 10.1080/10495142.2020.1798852
Patrick De Pelsmacker, Nathalie Dens, Sarah De Meulenaer
ABSTRACT We investigate the effect of model ethnicity (in-group vs. out-group) in a charity appeal and how this interacts with the scope of the charity (local vs. global) on message recipients’ attitude toward and intention to donate money to the charity. We also test the mediating role of the perceived trustworthiness of the models in the appeal and ad skepticism. In a controlled experiment, we exposed Caucasian (French, n = 201) and Indian (n = 194) respondents to a group of Caucasian or Indian models for either a local or a global charity. Models of the same ethnicity as the message recipient (in-group) lead to more positive responses for a local charity, while models of a different ethnicity than the message recipient (out-group) lead to more positive responses for a global charity. As expected, these effects are mediated by the perceived model trustworthiness and ad skepticism.
{"title":"The Effects of Model Ethnicity in Charity Appeals for Local and Global Charities","authors":"Patrick De Pelsmacker, Nathalie Dens, Sarah De Meulenaer","doi":"10.1080/10495142.2020.1798852","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798852","url":null,"abstract":"ABSTRACT We investigate the effect of model ethnicity (in-group vs. out-group) in a charity appeal and how this interacts with the scope of the charity (local vs. global) on message recipients’ attitude toward and intention to donate money to the charity. We also test the mediating role of the perceived trustworthiness of the models in the appeal and ad skepticism. In a controlled experiment, we exposed Caucasian (French, n = 201) and Indian (n = 194) respondents to a group of Caucasian or Indian models for either a local or a global charity. Models of the same ethnicity as the message recipient (in-group) lead to more positive responses for a local charity, while models of a different ethnicity than the message recipient (out-group) lead to more positive responses for a global charity. As expected, these effects are mediated by the perceived model trustworthiness and ad skepticism.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"129 - 148"},"PeriodicalIF":1.4,"publicationDate":"2020-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798852","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42604640","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-07DOI: 10.1080/10495142.2020.1798861
Sabine A. Einwiller, D. Laufer
Crisis communication as a research area is receiving increasing attention. However, the scholarly focus is primarily on the private sector including companies and large corporations, while crisis c...
{"title":"Guest Editorial - Special Issue on Crisis Communication in the Public Sector","authors":"Sabine A. Einwiller, D. Laufer","doi":"10.1080/10495142.2020.1798861","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798861","url":null,"abstract":"Crisis communication as a research area is receiving increasing attention. However, the scholarly focus is primarily on the private sector including companies and large corporations, while crisis c...","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"32 1","pages":"339 - 341"},"PeriodicalIF":1.4,"publicationDate":"2020-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798861","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46859778","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-06DOI: 10.1080/10495142.2020.1798850
K. K. Twum, J. Kosiba, I. Abdul-Hamid, R. Hinson
ABSTRACT This study shows how political party social responsibility influences voting intentions. The mediating effect of voter satisfaction, and political party preference was also studied. The purpose of this paper is to provide empirical evidence on the applicability of Corporate Social Responsibility (CSR) in political marketing. The study provided a conceptualization of political party social responsibility and also evidence of political party involvement in social responsibility using online reports. A content analysis of online reports found a narrow focus on CSR pertaining mainly to initiatives such as philanthropy and cause-promotions. We developed a scenario of a hypothetical political party and surveyed 173 voters to examine how voters will respond to perceived CSR initiative by a political party/candidate. The findings indicate that political party social responsibility has a significant relationshp with voter satisfaction and voter preference. Political party social responsibility was found to have an indirect relationship with voter intentions through voter satisfaction and voter preference. This study contributes to knowledge of how political marketing could be improved using social responsibility. This paper seeks to start an academic debate on how political party social responsibility could be used to create value for political parties, political candidates, and voters.
{"title":"Does Corporate Social Responsibility Enhance Political Marketing?","authors":"K. K. Twum, J. Kosiba, I. Abdul-Hamid, R. Hinson","doi":"10.1080/10495142.2020.1798850","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798850","url":null,"abstract":"ABSTRACT This study shows how political party social responsibility influences voting intentions. The mediating effect of voter satisfaction, and political party preference was also studied. The purpose of this paper is to provide empirical evidence on the applicability of Corporate Social Responsibility (CSR) in political marketing. The study provided a conceptualization of political party social responsibility and also evidence of political party involvement in social responsibility using online reports. A content analysis of online reports found a narrow focus on CSR pertaining mainly to initiatives such as philanthropy and cause-promotions. We developed a scenario of a hypothetical political party and surveyed 173 voters to examine how voters will respond to perceived CSR initiative by a political party/candidate. The findings indicate that political party social responsibility has a significant relationshp with voter satisfaction and voter preference. Political party social responsibility was found to have an indirect relationship with voter intentions through voter satisfaction and voter preference. This study contributes to knowledge of how political marketing could be improved using social responsibility. This paper seeks to start an academic debate on how political party social responsibility could be used to create value for political parties, political candidates, and voters.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"71 - 101"},"PeriodicalIF":1.4,"publicationDate":"2020-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798850","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44727319","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-06DOI: 10.1080/10495142.2020.1798859
S. Olk
ABSTRACT In light of the increasing demand for environmentally friendly products and services, companies have expanded their green marketing activities, such as EasyJet in November 2019 with its promise to offset the carbon emissions of all flights. However, green claims entail the risk of being judged by customers as greenwashing. Given that previous research has largely neglected customer characteristics concerning the perception of greenwashing, this paper investigates the effects of customers’ self-concepts on the evaluation process of EasyJet’s green marketing efforts. The presented moderated mediation model is based on self-congruence theory as well as cognitive dissonance theory and is empirically tested. The findings show that ideal self-congruence increases the perception of authenticity, which in turn functions as an inhibitor of greenwashing. However, this effect depends on customers’ actual self-congruence. Overall, this study presents a model that strengthens and deepens the understanding of customers’ evaluation processes regarding companies’ green marketing efforts and provides marketers with advice to enhance the effectiveness of green claims.
{"title":"The Effect of Self-Congruence on Perceived Green Claims’ Authenticity and Perceived Greenwashing: The Case of EasyJet’s CO2 Promise","authors":"S. Olk","doi":"10.1080/10495142.2020.1798859","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798859","url":null,"abstract":"ABSTRACT In light of the increasing demand for environmentally friendly products and services, companies have expanded their green marketing activities, such as EasyJet in November 2019 with its promise to offset the carbon emissions of all flights. However, green claims entail the risk of being judged by customers as greenwashing. Given that previous research has largely neglected customer characteristics concerning the perception of greenwashing, this paper investigates the effects of customers’ self-concepts on the evaluation process of EasyJet’s green marketing efforts. The presented moderated mediation model is based on self-congruence theory as well as cognitive dissonance theory and is empirically tested. The findings show that ideal self-congruence increases the perception of authenticity, which in turn functions as an inhibitor of greenwashing. However, this effect depends on customers’ actual self-congruence. Overall, this study presents a model that strengthens and deepens the understanding of customers’ evaluation processes regarding companies’ green marketing efforts and provides marketers with advice to enhance the effectiveness of green claims.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"33 1","pages":"114 - 131"},"PeriodicalIF":1.4,"publicationDate":"2020-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798859","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47401253","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-08-06DOI: 10.1080/10495142.2020.1798853
M. Oliński, Piotr Szamrowski
ABSTRACT This article tries to identify how well nonprofit organizations incorporate the four stewardship strategies into their websites. Previous literature describing the concept of stewardship in nonprofit organizations omits online context or it is focused on large organizations. Moreover, the research area has primarily centered upon American nonprofit organizations. Research results have shown that the size of the organization, (measured by the level of annual revenue and receiving 1% of personal income tax) affects the implementation of stewardship strategies. For organizations that allow donations to be made from the level of their own website, the use of strategies that improve cultivating positive relationships with stakeholders should be particularly important. The stewardship concept seems to be particularly useful for this purpose. However, the research results indicate that the level of using the stewardship concept in the WWW environment of Polish public benefit organizations is at most moderate. In addition, the research showed that the stewardship concept in the analyzed organizations is also discontinuous.
{"title":"Using Websites to Cultivate Online Relationships: The Application of the Stewardship Concept in Public Benefit Organizations","authors":"M. Oliński, Piotr Szamrowski","doi":"10.1080/10495142.2020.1798853","DOIUrl":"https://doi.org/10.1080/10495142.2020.1798853","url":null,"abstract":"ABSTRACT This article tries to identify how well nonprofit organizations incorporate the four stewardship strategies into their websites. Previous literature describing the concept of stewardship in nonprofit organizations omits online context or it is focused on large organizations. Moreover, the research area has primarily centered upon American nonprofit organizations. Research results have shown that the size of the organization, (measured by the level of annual revenue and receiving 1% of personal income tax) affects the implementation of stewardship strategies. For organizations that allow donations to be made from the level of their own website, the use of strategies that improve cultivating positive relationships with stakeholders should be particularly important. The stewardship concept seems to be particularly useful for this purpose. However, the research results indicate that the level of using the stewardship concept in the WWW environment of Polish public benefit organizations is at most moderate. In addition, the research showed that the stewardship concept in the analyzed organizations is also discontinuous.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"149 - 176"},"PeriodicalIF":1.4,"publicationDate":"2020-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2020.1798853","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42893370","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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