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Motives for adoption of facebook among non profit organization in Libya: A qualitative study

Social media networking tools such as Facebook are regarded as innovative communication tools that have played a significant role in organisational settings particularly in transforming business and company values. However, very limited attention has been given to the adoption of social media tools...

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Main Authors: Aabeid, Mohamed, Mustaffa, Che Su
Format: Article
Language:English
Published: Taylor's University 2020
Subjects:
PL Languages and literatures of Eastern Asia, Africa, Oceania
Online Access:http://repo.uum.edu.my/27903/1/STMCR%201%201%202020%2075%2089.pdf
http://repo.uum.edu.my/27903/
http://search.taylors.edu.my/documents/journals/SI2020-ICOME/SI2020-ICOME.pdf
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spelling my.uum.repo.279032020-11-23T02:30:40Z http://repo.uum.edu.my/27903/ Motives for adoption of facebook among non profit organization in Libya: A qualitative study Aabeid, Mohamed Mustaffa, Che Su PL Languages and literatures of Eastern Asia, Africa, Oceania Social media networking tools such as Facebook are regarded as innovative communication tools that have played a significant role in organisational settings particularly in transforming business and company values. However, very limited attention has been given to the adoption of social media tools by non-profit organisations (NPOs) especially in Libya, where it is increasingly becoming difficult for NPOs to maintain strong connections with regular and potential donors as well as volunteers. In view of this, the need to explore how NPOs have adopted and used Facebook to overcome these challenges have become important. Therefore, in-depth interviews with managers in Tripoli were carried out. The interview data were analysed thematically and the findings showed that environmental factors and Facebook dynamism had motivated the adoption and use of Facebook to drive NPOs; in addition to trust and sense of belonging they provide. The findings of this study provided more understanding for NPOs, donors and companies serving the non-profit sector in concern of significant behaviour and trends that revolve around Facebook as part of NPO’s fundraising and advocacy works. The study has significantly contributed a fresh angle on the application of social media tools by NPOs to build as well as maintain relationships with donors. Therefore, it is recommended that NPOs take advantage of the popularity and dynamism of Facebook among donors by paying more attention to the needs and concerns of donors in the area of trust and awareness. Taylor's University 2020 Article PeerReviewed application/pdf en http://repo.uum.edu.my/27903/1/STMCR%201%201%202020%2075%2089.pdf Aabeid, Mohamed and Mustaffa, Che Su (2020) Motives for adoption of facebook among non profit organization in Libya: A qualitative study. SEARCH Journal of Media and Communication Research. pp. 75-87. ISSN 2229872X http://search.taylors.edu.my/documents/journals/SI2020-ICOME/SI2020-ICOME.pdf
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
language English
topic PL Languages and literatures of Eastern Asia, Africa, Oceania
spellingShingle PL Languages and literatures of Eastern Asia, Africa, Oceania
Aabeid, Mohamed
Mustaffa, Che Su
Motives for adoption of facebook among non profit organization in Libya: A qualitative study
description Social media networking tools such as Facebook are regarded as innovative communication tools that have played a significant role in organisational settings particularly in transforming business and company values. However, very limited attention has been given to the adoption of social media tools by non-profit organisations (NPOs) especially in Libya, where it is increasingly becoming difficult for NPOs to maintain strong connections with regular and potential donors as well as volunteers. In view of this, the need to explore how NPOs have adopted and used Facebook to overcome these challenges have become important. Therefore, in-depth interviews with managers in Tripoli were carried out. The interview data were analysed thematically and the findings showed that environmental factors and Facebook dynamism had motivated the adoption and use of Facebook to drive NPOs; in addition to trust and sense of belonging they provide. The findings of this study provided more understanding for NPOs, donors and companies serving the non-profit sector in concern of significant behaviour and trends that revolve around Facebook as part of NPO’s fundraising and advocacy works. The study has significantly contributed a fresh angle on the application of social media tools by NPOs to build as well as maintain relationships with donors. Therefore, it is recommended that NPOs take advantage of the popularity and dynamism of Facebook among donors by paying more attention to the needs and concerns of donors in the area of trust and awareness.
format Article
author Aabeid, Mohamed
Mustaffa, Che Su
author_facet Aabeid, Mohamed
Mustaffa, Che Su
author_sort Aabeid, Mohamed
title Motives for adoption of facebook among non profit organization in Libya: A qualitative study
title_short Motives for adoption of facebook among non profit organization in Libya: A qualitative study
title_full Motives for adoption of facebook among non profit organization in Libya: A qualitative study
title_fullStr Motives for adoption of facebook among non profit organization in Libya: A qualitative study
title_full_unstemmed Motives for adoption of facebook among non profit organization in Libya: A qualitative study
title_sort motives for adoption of facebook among non profit organization in libya: a qualitative study
publisher Taylor's University
publishDate 2020
url http://repo.uum.edu.my/27903/1/STMCR%201%201%202020%2075%2089.pdf
http://repo.uum.edu.my/27903/
http://search.taylors.edu.my/documents/journals/SI2020-ICOME/SI2020-ICOME.pdf
_version_ 1684655815687929856
score 13.211869

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