Bernardi CL & Alhamdan N (2022) Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram. Journal of Philanthropy and Marketing. https://doi.org/10.1002/nvsm.1739
Social media listening and monitoring of user-generated content (UGC) in commercial marketing is central to measuring social media users' perceptions of a brand or company. Applications of social media analytics (SMA) have become common practice in marketing and are employed to predict consumer behavior. However, critical reflections on SMA applications to nonprofit marketing are lacking, despite the increased usage of SMA by nonprofit organizations.
Marketing; Strategy and Management; Economics and Econometrics
Output Status: Forthcoming/Available Online
Journal of Philanthropy and Marketing