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AuthorHanaa, Albanna
AuthorAlalwan, Ali Abdallah
AuthorAl-Emran, Mostafa
Available date2023-03-31T04:55:44Z
Publication Date2021-11-27
Publication NameInternational Journal of Information Management
Identifierhttp://dx.doi.org/10.1016/j.ijinfomgt.2021.102452
CitationAlbanna, H., Alalwan, A. A., & Al-Emran, M. (2022). An integrated model for using social media applications in non-profit organizations. International Journal of Information Management, 63, 102452.
ISSN0268-4012
URIhttps://www.sciencedirect.com/science/article/pii/S0268401221001456
URIhttp://hdl.handle.net/10576/41552
AbstractThe 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.
Languageen
PublisherElsevier
SubjectSocial media
Non-profit organizations
UTAUT
Effectiveness
Jordan
TitleAn integrated model for using social media applications in non-profit organizations
TypeArticle
Volume Number63
ESSN1873-4707
dc.accessType Abstract Only


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