Modeling the adoption and use of social media by nonprofit organizations

doi:10.1177/1461444812452411

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Modeling the adoption and use of social media by nonprofit organizations

Journal Article•DOI•

Modeling the adoption and use of social media by nonprofit organizations

Seungahn Nah¹, Gregory D. Saxton²•Institutions (2)

University of Kentucky¹, University at Buffalo²

01 Mar 2013-New Media & Society (SAGE PublicationsSage UK: London, England)-Vol. 15, Iss: 2, pp 294-313

TL;DR: Understanding is fostered 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.

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Abstract: 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.

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Journal Article•DOI•

Tweeting Social Change: How Social Media Are Changing Nonprofit Advocacy

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Chao Guo¹, Gregory D. Saxton²•Institutions (2)

University of Pennsylvania¹, University at Buffalo²

01 Feb 2014-Nonprofit and Voluntary Sector Quarterly

TL;DR: In this article, the authors investigate the use of social media by 188 501(c)(3) advocacy organizations and identify new organizational practices and forms of communication heretofore unseen in the literature.

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Abstract: How are nonprofit organizations utilizing social media to engage in advocacy work? We address this question by investigating the social media use of 188 501(c)(3) advocacy organizations. After briefly examining the types of social media technologies employed, we turn to an in-depth examination of the organizations’ use of Twitter. This in-depth message-level analysis is twofold: A content analysis that examines the prevalence of previously identified communicative and advocacy constructs in nonprofits’ social media messages; and an inductive analysis that explores the unique features and dynamics of social media-based advocacy and identifies new organizational practices and forms of communication heretofore unseen in the literature.

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438 citations

Journal Article•DOI•

The Social Network Effect The Determinants of Giving Through Social Media

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Gregory D. Saxton¹, Lili Wang¹•Institutions (1)

University at Buffalo¹

01 Oct 2014-Nonprofit and Voluntary Sector Quarterly

TL;DR: In this paper, the authors employ data from Facebook Causes to find new ways for nonprofits to engage the community in fundraising efforts, such as using social networking applications such as Facebook, Twitter, and Crowdrise.

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221 citations

Posted Content•

The Social Network Effect: The Determinants of Giving through Social Media

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Gregory D. Saxton¹, Lili Wang²•Institutions (2)

York University¹, Arizona State University²

09 Mar 2013-Social Science Research Network

TL;DR: In this article, the authors examined the nature and determinants of charitable giving in social networking environments and found that donations on these sites are not driven by the same factors as in "off-line" settings.

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Abstract: Social networking applications such as Facebook, Twitter, and Crowdrise offer new ways for nonprofits to engage the community in fundraising efforts. This study employs data from Facebook Causes to examine the nature and determinants of charitable giving in social networking environments. Our findings suggest donations on these sites are not driven by the same factors as in “off-line” settings. Instead, a social network effect takes precedence over traditional economic explanations. Facebook donors do not seem to care about efficiency ratios, their donations are typically small, and fundraising success is related not to the organization’s financial capacity but to its “Web capacity.” Moreover, online donors are prone to contribute to certain categories of causes more than others, especially those related to health. Given the growth in social media-driven fundraising – and the increase in crowdfunding, slacktivism, impulse donating, and other new practices this entails – these findings carry notable theoretical and practical implications.

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219 citations

Cites background from "Modeling the adoption and use of so..."

...Recent research (Nah & Saxton, 2013) also shows that specific Web capabilities can be a key determinant of how nonprofits adopt and use social media....
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...Email: gdsaxton@buffalo.edu Saxton and Wang 851 Lovejoy & Saxton, 2012), and advocacy work (Greenberg & MacAulay, 2009; Guo & Saxton, 2013)....
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...Moreover, an organization’s website presence and “reach” (degree of influence) indicate its capacity to share information with constituents (Nah & Saxton, 2013)....
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Journal Article•DOI•

Social media for knowledge-sharing: A systematic literature review

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Yunis Ali Ahmed¹, Mohammad Nazir Ahmad², Norasnita Ahmad¹, Nor Hidayati Zakaria¹•Institutions (2)

Universiti Teknologi Malaysia¹, National University of Malaysia²

31 Jan 2018-Telematics and Informatics

TL;DR: A systematic review of research regarding social media use for knowledge sharing indicated that, although SM is increasingly used for KS and giving a promising new area of research, a better understanding of the landscape and direction is not well reported.

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214 citations

Cites background from "Modeling the adoption and use of so..."

...Social media has also become an important information channel from the perspective of work organizations, as a tool for searching for and finding available information, which evolves through collaboration between workplace employees (Nah and Saxton, 2013)....
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Journal Article•DOI•

Using social media to enhance citizen engagement with local government: Twitter or Facebook?

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Arturo Haro-de-Rosario¹, Alejandro Sáez-Martín¹, María del Carmen Caba-Pérez¹•Institutions (1)

University of Almería¹

01 Jan 2018-New Media & Society

TL;DR: Analysis of the various forms of social media used by citizens in their relations with Spanish local government to determine which of these achieves the strongest degree of commitment shows that Facebook is preferred to Twitter as a means of participating in local government issues.

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Abstract: The social media are becoming a major channel of online interactive participation, and local governments are seizing this opportunity to enhance citizen engagement in political and social affairs. This article analyses the various forms of social media used – that is, Twitter or Facebook – by citizens in their relations with Spanish local government, to determine which of these achieves the strongest degree of commitment. We also analyse the influence of various factors on this level of commitment. The results obtained show that Facebook is preferred to Twitter as a means of participating in local government issues. Other factors that are relevant to citizen engagement are the level of online transparency, mood, the level of activity in social media and the interactivity offered by the local government website. The findings of this study contribute significantly to understanding how citizen engagement is influenced by the type of social media adopted.

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197 citations

Cites background from "Modeling the adoption and use of so..."

...However, according to Neuman (2014), it is difficult to know whether citizens find this information useful, and this author gives some advice for creating content that generates interactivity: make it useful, entertain readers and react fast. Forrester Research (2014) reported that Facebook and Twitter have varying rates of engagement....
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...A study duration of 1 month was considered an acceptable timeframe in which to analyse the information present in municipal social media (Nah and Saxton, 2013)....
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...Numerous studies have computed social media activity in terms of the number of messages published (posted/tweeted) by an organisation in a given period (Nah and Saxton, 2013; Rybalto and Selzter, 2011)....
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...In other words, they are more aware of the need to increase the level of interactive, and thus bidirectional, participation with their stakeholders (Nah and Saxton, 2013)....
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...However, according to Neuman (2014), it is difficult to know whether citizens find this information useful, and this author gives some advice for creating content that generates interactivity: make it useful, entertain readers and react fast....
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References

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Open Access

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Perceived Usefulness, Perceived Ease of Use, and User

[...]

Perceived Usefulness, Fred D. Davis

01 Jan 1989

TL;DR: Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage.

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40,975 citations

"Modeling the adoption and use of so..." refers background in this paper

...…the Unified Theory of Acceptance and Use of Technology (Curtis et al., 2010; Venkatesh et al., 2003); the Technology Acceptance Model (e.g., Davis, 1989; Zhou, 2008); Innovation Diffusion Theory (e.g., Rogers, 1995; Vishwanath and Goldhaber, 2003); and process framework (Tang and Ang,…...
[...]

Journal Article•DOI•

Perceived usefulness, perceived ease of use, and user acceptance of information technology

[...]

Fred D. Davis¹•Institutions (1)

University of Michigan¹

01 Sep 1989-Management Information Systems Quarterly

TL;DR: In this article, the authors developed and validated new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance.

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Abstract: Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.

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40,720 citations

Book•

Diffusion of Innovations

[...]

Everett M. Rogers

01 Jan 1962

TL;DR: A history of diffusion research can be found in this paper, where the authors present a glossary of developments in the field of Diffusion research and discuss the consequences of these developments.

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Abstract: Contents Preface CHAPTER 1. ELEMENTS OF DIFFUSION CHAPTER 2. A HISTORY OF DIFFUSION RESEARCH CHAPTER 3. CONTRIBUTIONS AND CRITICISMS OF DIFFUSION RESEARCH CHAPTER 4. THE GENERATION OF INNOVATIONS CHAPTER 5. THE INNOVATION-DECISION PROCESS CHAPTER 6. ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTION CHAPTER 7. INNOVATIVENESS AND ADOPTER CATEGORIES CHAPTER 8. DIFFUSION NETWORKS CHAPTER 9. THE CHANGE AGENT CHAPTER 10. INNOVATION IN ORGANIZATIONS CHAPTER 11. CONSEQUENCES OF INNOVATIONS Glossary Bibliography Name Index Subject Index

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38,750 citations

Journal Article•DOI•

User acceptance of information technology: toward a unified view

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Viswanath Venkatesh¹, Michael G. Morris², Gordon B. Davis³, Fred D. Davis⁴•Institutions (4)

University of Maryland, College Park¹, University of Virginia², University of Minnesota³, University of Arkansas⁴

01 Sep 2003-Management Information Systems Quarterly

TL;DR: The Unified Theory of Acceptance and Use of Technology (UTAUT) as mentioned in this paper is a unified model that integrates elements across the eight models, and empirically validate the unified model.

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Abstract: Information technology (IT) acceptance research has yielded many competing models, each with different sets of acceptance determinants. In this paper, we (1) review user acceptance literature and discuss eight prominent models, (2) empirically compare the eight models and their extensions, (3) formulate a unified model that integrates elements across the eight models, and (4) empirically validate the unified model. The eight models reviewed are the theory of reasoned action, the technology acceptance model, the motivational model, the theory of planned behavior, a model combining the technology acceptance model and the theory of planned behavior, the model of PC utilization, the innovation diffusion theory, and the social cognitive theory. Using data from four organizations over a six-month period with three points of measurement, the eight models explained between 17 percent and 53 percent of the variance in user intentions to use information technology. Next, a unified model, called the Unified Theory of Acceptance and Use of Technology (UTAUT), was formulated, with four core determinants of intention and usage, and up to four moderators of key relationships. UTAUT was then tested using the original data and found to outperform the eight individual models (adjusted R2 of 69 percent). UTAUT was then confirmed with data from two new organizations with similar results (adjusted R2 of 70 percent). UTAUT thus provides a useful tool for managers needing to assess the likelihood of success for new technology introductions and helps them understand the drivers of acceptance in order to proactively design interventions (including training, marketing, etc.) targeted at populations of users that may be less inclined to adopt and use new systems. The paper also makes several recommendations for future research including developing a deeper understanding of the dynamic influences studied here, refining measurement of the core constructs used in UTAUT, and understanding the organizational outcomes associated with new technology use.

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27,798 citations

Journal Article•DOI•

Diffusion of innovations

[...]

Thomas W. Valente¹•Institutions (1)

University of Southern California¹

01 Mar 2003-Genetics in Medicine

TL;DR: Upon returning to the U.S., author Singhal’s Google search revealed the following: in January 2001, the impeachment trial against President Estrada was halted by senators who supported him and the government fell without a shot being fired.

...read moreread less

23,419 citations

"Modeling the adoption and use of so..." refers background in this paper

...First, in line with diffusion of innovations theory (Rogers, 1995), older websites are indicative of earlier website adopters; this might indicate an organization that is also more likely to be an earlier adopter of social media....
[...]
...…the Unified Theory of Acceptance and Use of Technology (Curtis et al., 2010; Venkatesh et al., 2003); the Technology Acceptance Model (e.g., Davis, 1989; Zhou, 2008); Innovation Diffusion Theory (e.g., Rogers, 1995; Vishwanath and Goldhaber, 2003); and process framework (Tang and Ang, 2002)....
[...]