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Exploring the Impact of Electronic W...

Fields, David Maurice, III.

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Exploring the Impact of Electronic Word-of-Mouth Marketing (eWOMM) in a Social Media Membership Campaign for Nonprofit Organizations.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Exploring the Impact of Electronic Word-of-Mouth Marketing (eWOMM) in a Social Media Membership Campaign for Nonprofit Organizations./
作者:	Fields, David Maurice, III.
面頁冊數:	174 p.
附註:	Source: Dissertation Abstracts International, Volume: 76-05(E), Section: A.
Contained By:	Dissertation Abstracts International76-05A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3671858
ISBN:	9781321490282

Exploring the Impact of Electronic Word-of-Mouth Marketing (eWOMM) in a Social Media Membership Campaign for Nonprofit Organizations.
Fields, David Maurice, III.

Exploring the Impact of Electronic Word-of-Mouth Marketing (eWOMM) in a Social Media Membership Campaign for Nonprofit Organizations. - 174 p.

Source: Dissertation Abstracts International, Volume: 76-05(E), Section: A.

Thesis (D.B.A.)--Northcentral University, 2014.

For many nonprofit organizations (NPOs), using electronic word-of-mouth marketing (eWOMM) to meet their marketing goals remains a new, evolving process. If e-marketing strategies, such as eWOMM through social media sites are not incorporated in an effective, active way, many NPOs, may no longer remain sustainable. The problem addressed in this qualitative netnographic study of a web blog in its natural setting was that with current practice, is the difficulty of determining the extent to which offline action, such as membership, occurs as a result of online actions of intent via WOMM on social media ((Harris & Rae, 2009; Phethean et al., 2012b; Warner, Abel, & Hatchmann, 2014). The purpose of this study was to investigate how eWOMM on a NPO's membership blog generated dues paying membership. To fulfill the purpose of the study, this research utilized an observational design of secondary data to investigate entries on a website of a NPO with declining membership, observing the comments made by bloggers over a 116 day period during 2013-2014. There were 11,551 visits to the blog, creating a viral setting. The conclusions made were drawn from a subgroup 113 posts from 72 participants of the population of 354 posts analyzed. The researcher determined that forty-three bloggers were nonmembers of the NPO. Four bloggers became members of the NPO, and one previous NPO member joined the local affiliate, for a result of 9% of the members joining the national. In addition, two of the 72 participants had previously joined the NPO as a result of the SMS sponsored by the NPO, demonstrating second generation WOM action. Using methods described in this and previous studies, it is possible to gain memberships and create offline actions from bloggers who were formerly passive viewers. There are areas the organization could improve to further the development of eWOMM. The forum site did not advertise membership for NPO, and the forum site had very limited advertising, thus indicating limited cash flow from sponsors. The site collapsed as soon as the moderators stopped nurturing the membership blog.

ISBN: 9781321490282Subjects--Topical Terms:

536353
Marketing.

Exploring the Impact of Electronic Word-of-Mouth Marketing (eWOMM) in a Social Media Membership Campaign for Nonprofit Organizations.
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