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The Use of the Twitter in Public Benefit Organisations in Poland: How Communicative Function of Tweets Translates Into Audience Reaction?

Author

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  • Oliński Marian
  • Szamrowski Piotr

    (University of Warmia and Mazury, Olsztyn, Poland)

Abstract

Scientific research into the use of social media in the activities of nonprofit organisations has focused mainly on the scale of their application and on the analysis of the static elements of the social media profile. The research presented in this article concerns the specific form of nonprofit organisation, namely public benefit organisations (PBOs). The aim of the article is, therefore, to identify the leading function of the content published on Twitter and to determine how this function translates into public engagement. During the research process, the content analysis method was used (a sample of 981 tweets was selected for this purpose). The results indicate that Twitter usage by Polish PBOs is of minor importance. Generally, with the exception of the largest organisations, the Twitter profile was primarily focused on delivering information only and, hence, was used in one-way communication.

Suggested Citation

  • Oliński Marian & Szamrowski Piotr, 2018. "The Use of the Twitter in Public Benefit Organisations in Poland: How Communicative Function of Tweets Translates Into Audience Reaction?," Central European Economic Journal, Sciendo, vol. 5(52), pages 10-24, January.
    • Handle: RePEc:vrs:ceuecj:v:5:y:2018:i:52:p:10-24:n:7
    DOI: 10.1515/ceej-2018-0009
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    References listed on IDEAS

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    1. Marco Bellucci & Giacomo Manetti, 2017. "Facebook as a tool for supporting dialogic accounting? Evidence from large philanthropic foundations in the United States," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 30(4), pages 874-905, May.
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    More about this item

    Keywords

    Twitter; public benefit organisations; relationship;
    All these keywords.

    JEL classification:

    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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