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This thesis paper examines the challenges and opportunities that are present for nonprofit organizations seeking to engage in social media marketing. By analyzing the rise of social media as a

This thesis paper examines the challenges and opportunities that are present for nonprofit organizations seeking to engage in social media marketing. By analyzing the rise of social media as a prevalent tool for business-consumer outreach the paper proposes a dialogic approach to social media for nonprofits to effectively engage with their audiences, develop relationships with them, and mobilize them towards a common mission.

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