Online stakeholder targeting and the acquisition of social media capital
International Journal of Nonprofit and Voluntary Sector Marketing, 2014•Wiley Online Library
The diffusion of social media has opened new possibilities for targeted stakeholder
communication and, with it, new forms of organizational resources. This article examines the
nexus between social media‐based stakeholder communication and the acquisition of
social media‐based resources, referred to here as social media capital. After laying out a
conceptual mapping of both targeted stakeholder communication and social media capital,
the article turns to an inductive analysis of the relationship between the messages 117 US …
communication and, with it, new forms of organizational resources. This article examines the
nexus between social media‐based stakeholder communication and the acquisition of
social media‐based resources, referred to here as social media capital. After laying out a
conceptual mapping of both targeted stakeholder communication and social media capital,
the article turns to an inductive analysis of the relationship between the messages 117 US …
- The diffusion of social media has opened new possibilities for targeted stakeholder communication and, with it, new forms of organizational resources. This article examines the nexus between social media‐based stakeholder communication and the acquisition of social media‐based resources, referred to here as social media capital. After laying out a conceptual mapping of both targeted stakeholder communication and social media capital, the article turns to an inductive analysis of the relationship between the messages 117 US community foundations are sending to their core stakeholders on Twitter and subsequent levels of social media capital. The article thus contributes to the existing literature by elaborating new forms of targeted stakeholder communication, a new type of organizational resource, and the relationship between the two.
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