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Investigating the Rationale for Social Media Use by Nashville Nonprofits

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dc.contributor.author Czelusniak, Anthony
dc.date.accessioned 2020-01-07T14:53:37Z
dc.date.available 2020-01-07T14:53:37Z
dc.date.issued 2019-12-02
dc.identifier.uri https://jewlscholar.mtsu.edu/handle/mtsu/6102
dc.description.abstract The advent of social media gave nonprofit organizations the ability to communicate with their audiences in unprecedented ways. Nonprofits were quick to create their own accounts on social media and establish themselves on their chosen platforms. However, the rationale behind this decision is not as simple as initially considered. To understand the rationale, six in-depth interviews were conducted with Nashville-area nonprofit organizations. Then, through a qualitative inductive coding process, the transcripts were analyzed to fully uncover what the rationale behind social media use is. It was discovered that while social media plays an important role in the organizations, the implementation of social media does not align with how social media should be implemented according to foundational public relations theory. en_US
dc.language.iso en_US en_US
dc.publisher University Honors College Middle Tennessee State University en_US
dc.subject Media and Entertainment en_US
dc.subject Public relations en_US
dc.subject Social media en_US
dc.subject Nonprofit en_US
dc.title Investigating the Rationale for Social Media Use by Nashville Nonprofits en_US
dc.type Thesis en_US


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