Social Media Engagement: the Role of Social Media Content and Customer Motivations for Using Non-profit Organisations' Social Media Sites

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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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Bibliographic Details
Main Author:	Chiu, Szu-Wei
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2016
Subjects:	Social Media Engagement Customer Engagement Relationship Marketing Non-profit Organisation
Online Access:	https://eprints.nottingham.ac.uk/36583/

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