Social Media Engagement: the Role of Social Media Content and Customer Motivations for Using Non-profit Organisations' Social Media Sites
Customer engagement has been acknowledged as a potential means to fill the gap in relationship marketing in order to cultivate more intimate donor-organisation relationships that go beyond mere donation. An organisation’s social media presence, as the main platform for developing such engagement, is...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2016
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| Online Access: | https://eprints.nottingham.ac.uk/36583/ |