Investigating the Rationale for Social Media Use by Nashville Nonprofits

dc.contributor.authorCzelusniak, Anthony
dc.date.accessioned2020-01-07T14:53:37Z
dc.date.available2020-01-07T14:53:37Z
dc.date.issued2019-12-02
dc.description.abstractThe 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.identifier.urihttps://jewlscholar.mtsu.edu/handle/mtsu/6102
dc.language.isoen_USen_US
dc.publisherUniversity Honors College Middle Tennessee State Universityen_US
dc.subjectMedia and Entertainmenten_US
dc.subjectPublic relationsen_US
dc.subjectSocial mediaen_US
dc.subjectNonprofiten_US
dc.titleInvestigating the Rationale for Social Media Use by Nashville Nonprofitsen_US
dc.typeThesisen_US

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