A THEORETICAL DISCUSSION ON THE ROLE OF SOCIAL MEDIA IN FUNDRAISING

Year 2024, Volume: 25 Issue: 4, 486 - 515, 31.12.2024

Rıdvan Kocaman

https://doi.org/10.53443/anadoluibfd.1529578

Abstract

With the emergence of social media, there have been changes in the communication styles of both individuals and organizations. Non-profit organizations that want to be successful in this new communication style also use social media actively. Such widespread use of social media has also attracted academic interest. Many studies have examined the relationship between donations and social media, which non-profit organizations need to sustain their activities. In doing so, it is seen that they have developed their assumptions in the context of different theories. In the current study, three different social media factors (network size, media presence and activities, and follower engagement) are discussed within the context of three different theories (stakeholder theory, signal theory, and legitimacy theory) to provide both a holistic perspective on this subject and new insights for future research. The emerging discussions are expected to provide insights for future research focusing on the relationship between social media and fundraising from a theoretical perspective and will guide non-profit organizations in using social media from a practical perspective.

Keywords

Non-profit Organization, Social Media, Donation, Fundraising

BAĞIŞ TOPLAMADA SOSYAL MEDYANIN ROLÜNE İLİŞKİN TEORİK BİR TARTIŞMA

Abstract

Sosyal medyanın ortaya çıkışıyla birlikte hem bireylerin hem de örgütlerin iletişim biçimlerinde değişiklikler meydana gelmiştir. Bu yeni iletişimde başarılı olmak isteyen kar amaçsız örgütler de sosyal medyayı aktif bir şekilde kullanmaktadır. Sosyal medyanın bu denli yaygın kullanımı akademik anlamda da ilgi çekmiştir. Literatürde pek çok çalışma kar amaçsız örgütlerin faaliyetlerini sürdürebilir bir şekilde devam ettirebilmeleri için gerekli olan bağış ve sosyal medya arasındaki ilişkiyi araştırmıştır. Bunu yaparken de varsayımlarını farklı teoriler bağlamında geliştirdikleri görülmektedir. Bu konuda hem bütüncül bir bakış açısı sunmak hem de gelecek araştırmalara yeni kavrayışlar sağlamak amacıyla mevcut çalışmada üç farklı sosyal medya etkeni (ağ büyüklüğü, medya varlığı ve faaliyetleri ve takipçi katılımı) üç farklı teori (paydaş teorisi, sinyal teorisi ve meşruiyet teorisi) bağlamında tartışılmıştır. Ortaya çıkan tartışmaların teorik açıdan sosyal medya ve bağış toplama arasındaki ilişkiye odaklanacak çalışmalara yönlendirici fikirler sunması ve pratik açıdan ise kar amaçsız örgütlere sosyal medya kullanımında yol göstermesi beklenmektedir.

Keywords

Kar Amaçsız Örgüt, Sosyal Medya, Bağış, Bağış Toplama

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