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Online Community Engagement: A Comparative Case Study of Non-Profit Organizations
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

With the growing popularity of online communities on social media, non-profit organizations have the possibility to easily reach and communicate with the public. Furthermore, small non-profit organizations with few resources are able to use online communities, not only to market their activities but also to build a closer bond with its members. However, non-profit organizations also need community members to engage in the online communities for them to function efficiently. Many small non-profit organizations struggle with engaging their community members in their online communities. This study, therefore, aims to compare how two small non-profit organizations communicate with their community members to create member engagement.

The study is a qualitative, comparative case study and is based mainly on theories concerning organizational communication, online communities, and engagement. Data were collected through semi-structured interviews with representatives from the non-profit organizations and through observations of their online communities. The study showed that non-profit organizations communicate their values by using storytelling and displaying emotions in their posts to create engagement. The study further shows that non-profit organizations communicate newsworthy and qualitative information which is of societal value to engage community members.

Place, publisher, year, edition, pages
2018. , p. 50
Keywords [en]
Online Community, Non-Profit Organization, Social Media, Organizational Communication, Community Member Engagement.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-355559OAI: oai:DiVA.org:uu-355559DiVA, id: diva2:1229620
Educational program
Master Programme in Business and Management
Supervisors
Available from: 2018-07-02 Created: 2018-07-01 Last updated: 2018-07-02Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • Other style
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Language
  • de-DE
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  • Other locale
More languages
Output format
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