Bach, Beethoven, and benefactors: Facebook engagement between symphonies and their stakeholders

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2016-05-01 DOI:10.1002/NVSM.1545

A. Clark, Sarah P. Maxwell, Aikaterini Anestaki

{"title":"Bach, Beethoven, and benefactors: Facebook engagement between symphonies and their stakeholders","authors":"A. Clark, Sarah P. Maxwell, Aikaterini Anestaki","doi":"10.1002/NVSM.1545","DOIUrl":null,"url":null,"abstract":"This study analyzes Facebook engagement among the nation's symphonies and their stakeholder publics. Factors such as reliance on donor contributions, program revenues, government grants, investment income, and total assets are proposed as contributing factors in predicting effective stakeholder relations. Public relations scholarship emphasizes the significance of relationships between the organization and its stakeholders and argues that positive relationships are integral to organizational success. Stewardship theory suggests nonprofits rely on a number of tools, including relationship nurturing, to sustain relationships with supportive publics. Scholars have increasingly identified stewardship as an effective method by which to build and maintain relationships. This study assesses one particular aspect of stewardship – relationship nurturing – and the attributes of nonprofit organizations that are successfully cultivating relationships with their stakeholders via social media. We find that benefactors matter. As dependence on stakeholder contributions increases so does stakeholder engagement via Facebook. Findings regarding program revenues and total assets are also significant. \n \n \nCopyright © 2015 John Wiley & Sons, Ltd.","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"108 1","pages":"96-108"},"PeriodicalIF":0.0000,"publicationDate":"2016-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"10","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Nonprofit and Voluntary Sector Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1002/NVSM.1545","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Economics, Econometrics and Finance","Score":null,"Total":0}

引用次数: 10

Abstract

This study analyzes Facebook engagement among the nation's symphonies and their stakeholder publics. Factors such as reliance on donor contributions, program revenues, government grants, investment income, and total assets are proposed as contributing factors in predicting effective stakeholder relations. Public relations scholarship emphasizes the significance of relationships between the organization and its stakeholders and argues that positive relationships are integral to organizational success. Stewardship theory suggests nonprofits rely on a number of tools, including relationship nurturing, to sustain relationships with supportive publics. Scholars have increasingly identified stewardship as an effective method by which to build and maintain relationships. This study assesses one particular aspect of stewardship – relationship nurturing – and the attributes of nonprofit organizations that are successfully cultivating relationships with their stakeholders via social media. We find that benefactors matter. As dependence on stakeholder contributions increases so does stakeholder engagement via Facebook. Findings regarding program revenues and total assets are also significant. Copyright © 2015 John Wiley & Sons, Ltd.

查看原文本刊更多论文

巴赫、贝多芬和赞助人:交响乐团和利益相关者之间的Facebook互动

本研究分析了全国交响乐团及其利益相关者公众对Facebook的参与情况。在预测有效的利益相关者关系时，诸如对捐赠者捐款的依赖、项目收入、政府拨款、投资收入和总资产等因素被提议作为贡献因素。公共关系学者强调组织与其利益相关者之间关系的重要性，并认为积极的关系是组织成功的组成部分。管理理论认为，非营利组织依靠一些工具，包括关系培育，来维持与支持他们的公众的关系。学者们越来越多地认为管理是建立和维持关系的有效方法。本研究评估了管理的一个特殊方面——关系培养——以及通过社交媒体成功培养与利益相关者关系的非营利组织的属性。我们发现捐助者很重要。随着对利益相关者贡献的依赖增加，利益相关者通过Facebook的参与也在增加。关于项目收入和总资产的调查结果也很重要。版权所有©2015 John Wiley & Sons, Ltd

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.