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http://hdl.handle.net/1893/34002| Appears in Collections: | Communications, Media and Culture Journal Articles |
| Peer Review Status: | Refereed |
| Title: | Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram |
| Author(s): | Bernardi, Chiara L Alhamdan, Nouf |
| Keywords: | Marketing Strategy and Management Economics and Econometrics |
| Issue Date: | 1-Feb-2022 |
| Date Deposited: | 4-Mar-2022 |
| Citation: | Bernardi CL & Alhamdan N (2022) Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram. Journal of Philanthropy and Marketing. https://doi.org/10.1002/nvsm.1739 |
| Abstract: | Social media listening and monitoring of user-generated content (UGC) in commercial marketing is central to measuring social media users' perceptions of a brand or company. Applications of social media analytics (SMA) have become common practice in marketing and are employed to predict consumer behavior. However, critical reflections on SMA applications to nonprofit marketing are lacking, despite the increased usage of SMA by nonprofit organizations. |
| DOI Link: | 10.1002/nvsm.1739 |
| Rights: | © 2022 The Authors. Journal of Philanthropy and Marketing published by John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License (https://creativecommons.org/licenses/by-nc-nd/4.0/), which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made. |
| Notes: | Output Status: Forthcoming/Available Online |
| Licence URL(s): | http://creativecommons.org/licenses/by-nc-nd/4.0/ |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Bernardi-Alhamdan-JPM-2022.pdf | Fulltext - Published Version | 1.15 MB | Adobe PDF | View/Open |
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