Date of Award
2024
Type
Thesis
Major
Communication - Communication Studies Track
Degree Type
Masters of Arts in Communication
Department
Communication Department
First Advisor
Dr. Ramesh Rao
Second Advisor
Dr. Kisum Kim
Third Advisor
Dr. Youngrak Park
Abstract
Social media marketing has proven to be immensely beneficial in providing a mostly free, accessible way to inform people and carry out campaigns. For nonprofits, social media platforms provide a channel to reach large audiences quickly, efficiently, and engagingly. How social media is used by nonprofit organizations – especially medium to small-scale organizations – plays a huge factor in their social media success. This factor can affect followers’ attitudes, perceptions, knowledge, and behavior toward the brand, which consequently affects the engagement level. To better understand how nonprofits use social media, in this study, the researcher will interview social media managers from three nonprofits and consider why Facebook is a popular site for nonprofits and businesses out of all the other platforms that the organizations use.
Recommended Citation
Landers, Tyisha S., ""But Why Facebook?" Why and How Local Nonprofit Organizations Use Facebook Compared to Other Social Media" (2024). Theses and Dissertations. 518.
https://csuepress.columbusstate.edu/theses_dissertations/518
