What Kind of Website Content Are Volunteers Looking For? Findings from Applying Netnography in the Nonprofit Sector

Academic Public Administration Studies

What Kind of Website Content Are Volunteers Looking For? Findings from Applying Netnography in the Nonprofit Sector

Show full item record

Title: What Kind of Website Content Are Volunteers Looking For? Findings from Applying Netnography in the Nonprofit Sector
Author: Trevino, Nelida Miranda; Vela, Marcelo Royo
Abstract: The scientific community identified the internet as being highly beneficial for nonprofit organizations. Previous contributions have highlighted the importance of content and an emerging topic is the relationship between content and user. To explore this perspective, this investigation aims to identify user-generated content for nonprofit websites. A qualitative methodology called netnography, or online ethnography was proposed to carry out the empirical phase. Findings from the analysis of data collected show the emergence of two dimensions for generated content: issues within the nonprofit sector and collaboration. Each dimension is integrated by three topics: promotion, testimonials and research in the sector, as well as training, support requests and volunteer opportunities, respectively.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/217
Date: 2010-07-05


Files in this item

Files Size Format View
P30_MIRANDA_TREVINYO.pdf 118.0Kb PDF View/Open

This item appears in the following Collection(s)

Show full item record

Search APAS


Advanced Search

Browse

My Account

Statistics