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

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dc.contributor.author Trevino, Nelida Miranda
dc.contributor.author Vela, Marcelo Royo
dc.date.accessioned 2010-07-05T10:35:20Z
dc.date.available 2010-07-05T10:35:20Z
dc.date.issued 2010-07-05
dc.identifier.uri http://www.apas.admpubl.snspa.ro/handle/2010/217
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher 8-th International Congress of the International Association on Public and Nonprofit Marketing "New Approaches in Public and Nonprofit Marketing Research & Practice", Valencia, 17-19 June 2009
dc.subject Netnography en_US
dc.subject websites en_US
dc.subject content en_US
dc.subject nonprofit en_US
dc.subject volunteer en_US
dc.subject online en_US
dc.title What Kind of Website Content Are Volunteers Looking For? Findings from Applying Netnography in the Nonprofit Sector en_US
dc.type Article en_US


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