Critical Success Factors for Social Media Campaigns in Austrian NGOs
(2016) SKPM08 20161Department of Strategic Communication
- Abstract
- This thesis examines social media campaigns in the Austrian NGO sector, focusing on fundraising, awareness-raising and advocacy campaigns. Building knowledge on existing literature on social media and the theory of social marketing, as well as through conducting practitioner interviews success factors of social media campaigns of Austrian NGOs are identified. The main limitation of this study is, that the identified success factors cannot be tested on effectiveness in practice, as this would exceed the scope of this study. Additionally, this study focuses on challenges and opportunities social media campaigns bear for NGOs. The main findings suggest that Austrian NGOs are still in their infancies with regards to social media communication... (More)
- This thesis examines social media campaigns in the Austrian NGO sector, focusing on fundraising, awareness-raising and advocacy campaigns. Building knowledge on existing literature on social media and the theory of social marketing, as well as through conducting practitioner interviews success factors of social media campaigns of Austrian NGOs are identified. The main limitation of this study is, that the identified success factors cannot be tested on effectiveness in practice, as this would exceed the scope of this study. Additionally, this study focuses on challenges and opportunities social media campaigns bear for NGOs. The main findings suggest that Austrian NGOs are still in their infancies with regards to social media communication and digital strategies, which is mostly due to the fact that little priority is attributed to social media communications in the Austrian NGO sector.
Keywords: social media, campaigns, strategic communication, NGOs (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8893419
- author
- Oberdorfer, Anna LU
- supervisor
- organization
- course
- SKPM08 20161
- year
- 2016
- type
- H2 - Master's Degree (Two Years)
- subject
- language
- English
- id
- 8893419
- date added to LUP
- 2018-01-10 09:09:03
- date last changed
- 2018-01-10 09:09:03
@misc{8893419, abstract = {{This thesis examines social media campaigns in the Austrian NGO sector, focusing on fundraising, awareness-raising and advocacy campaigns. Building knowledge on existing literature on social media and the theory of social marketing, as well as through conducting practitioner interviews success factors of social media campaigns of Austrian NGOs are identified. The main limitation of this study is, that the identified success factors cannot be tested on effectiveness in practice, as this would exceed the scope of this study. Additionally, this study focuses on challenges and opportunities social media campaigns bear for NGOs. The main findings suggest that Austrian NGOs are still in their infancies with regards to social media communication and digital strategies, which is mostly due to the fact that little priority is attributed to social media communications in the Austrian NGO sector. Keywords: social media, campaigns, strategic communication, NGOs}}, author = {{Oberdorfer, Anna}}, language = {{eng}}, note = {{Student Paper}}, title = {{Critical Success Factors for Social Media Campaigns in Austrian NGOs}}, year = {{2016}}, }