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An integrated model for using social media applications in non-profit organizations

Author

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  • Albanna, Hanaa
  • Alalwan, Ali Abdallah
  • Al-Emran, Mostafa

Abstract

The growing social media use worldwide has encouraged researchers to research on how and why it is adopted. However, the majority of studies have focused on the individual rather than the organizational level. There is also a relative paucity of research on organizational level factors that affect the use of social media applications by non-profit organizations (NPOs). Hence, this study aims to bridge this gap in research by analyzing the factors that determine social media use, which leads to increasing the effectiveness (i.e., awareness, community engagement, and fundraising) of NPOs. The data were collected through questionnaires distributed to public relations practitioners in 325 NPOs in Jordan and analyzed using structural equation modeling (SEM). The results supported the vital role of performance expectancy, effort expectancy, facilitating conditions, social influence, and management commitment on the actual usage of social media. The results also showed that using social media has a significant positive effect on awareness and community engagement, while no significant impact is reported regarding fundraising. Theoretically, this study extends the unified theory of acceptance and use of technology (UTAUT) by incorporating new factors, namely management commitment, awareness, community engagement, and fundraising, and proposing new relationships in the model. Practically, this research provides implications for stakeholders of NPOs, including policymakers and public relations practitioners.

Suggested Citation

  • Albanna, Hanaa & Alalwan, Ali Abdallah & Al-Emran, Mostafa, 2022. "An integrated model for using social media applications in non-profit organizations," International Journal of Information Management, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:ininma:v:63:y:2022:i:c:s0268401221001456
    DOI: 10.1016/j.ijinfomgt.2021.102452
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    Citations

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    Cited by:

    1. Abdelsalam M. Alodat & Lamis F. Al-Qora’n & Muwafaq Abu Hamoud, 2023. "Social Media Platforms and Political Participation: A Study of Jordanian Youth Engagement," Social Sciences, MDPI, vol. 12(7), pages 1-19, July.
    2. Arpaci, Ibrahim & Karatas, Kasim & Kusci, Ismail & Al-Emran, Mostafa, 2022. "Understanding the social sustainability of the Metaverse by integrating UTAUT2 and big five personality traits: A hybrid SEM-ANN approach," Technology in Society, Elsevier, vol. 71(C).
    3. María Victoria Carrillo-Durán & Juan Luis Tato-Jiménez & Chris Chapleo & Lara Sepulcri, 2023. "Enhancing non-profit engagement: the extended model of webpage engagement and adoption for strategic management," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-15, December.

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