Online Stakeholder Targeting and the Acquisition of Social Media Capital

International Journal of Nonprofit and Voluntary Sector Marketing, vol. 19, pp. 286-300, 2014

31 Pages Posted: 23 Feb 2015 Last revised: 5 Mar 2015

See all articles by Gregory D. Saxton

Gregory D. Saxton

Schulich School of Business, York University

Chao Guo

Penn School of Social Policy & Practice, University of Pennsylvania

Date Written: May 29, 2014

Abstract

The diffusion of social media has opened new possibilities for targeted stakeholder communication and, with it, new forms of organizational resources. This paper 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 paper 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 paper 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.

Keywords: stakeholder communication, new media, social media, Twitter, nonprofit organizations, social capital

JEL Classification: L31

Suggested Citation

Saxton, Gregory D. and Guo, Chao, Online Stakeholder Targeting and the Acquisition of Social Media Capital (May 29, 2014). International Journal of Nonprofit and Voluntary Sector Marketing, vol. 19, pp. 286-300, 2014, Available at SSRN: https://ssrn.com/abstract=2568157

Gregory D. Saxton (Contact Author)

Schulich School of Business, York University ( email )

4700 Keele Street
Toronto, Ontario M3J 1P3
Canada

HOME PAGE: http://social-metrics.org

Chao Guo

Penn School of Social Policy & Practice, University of Pennsylvania ( email )

Philadelphia, PA 19104-6214
United States

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