Building Engagement in Facebook: A Case Study with Utah State University Extension Sustainability

Kesler, Kenna R; Hall, Kelsey; Spielmaker, Debra; McCann, Roslynn

doi:10.4148/1051-0834.2354

Cited by 4 publications

(1 citation statement)

References 6 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Initially, there is only one main administrator, who can grant permission to other administrators to create content. Thus, as the number of Facebook administrators increase, so does the number of publications and frequency of publication, which in turn could lead to a higher online engagement (Kesler, 2020). For this purpose, a control variable (“FBADM”) is included, which accounts for the number of Facebook administrators of a NGO's Facebook page.…”

Section: Methodsmentioning

confidence: 99%

The role of women's leadership in environmental NGOs' online accountability

Saraite-Sariene

Galán-Valdivieso

Alonso-Cañadas

et al. 2021

OIR

View full text Add to dashboard Cite

PurposeThe role of female managers has been of increasing interest among scholars in recent years, especially regarding sustainability issues. The same could be said about the usefulness of social media in non-governmental organizations (NGOs) in demonstrating accountability to their stakeholders and attracting and keeping donors and volunteers. This paper aims to meet both research interests by analyzing to what extent women in top positions can foster stakeholders' engagement via social media.Design/methodology/approachOnline engagement can be proxied using data from social media to develop a measure that summarizes the main actions social media users are able to use in order to show their reactions to social media publications. Facebook data were obtained using proprietary software (Facebook data model) developed by the research team to carry out data massive extraction, processing and exploration.FindingsThe results of the multivariate analysis show that female leadership in both top and environmental-specific positions enhance social media engagement, while a higher percentage of women on the board of directors exert the opposite effect.Research limitations/implicationsThis study is not without limitations. First, this research is focused on a specific type of non-governmental organization (environmental NGO). Second, this study does not include economic variables such as donation income or expense structure. Third, data come only from Facebook as the leading social network.Originality/valueThis paper advances in the scarce knowledge about the role of women and the levels of online engagement (interactive conversations) in NGOs focused on sustainability.

show abstract

Section: Methodsmentioning

confidence: 99%

The role of women's leadership in environmental NGOs' online accountability

Saraite-Sariene

Galán-Valdivieso

Alonso-Cañadas

et al. 2021

OIR

View full text Add to dashboard Cite

show abstract

Facebook for digital agricultural extension services: The case of rooftop gardeners in Bangladesh

Kabir,

Rahman,

Hasan

et al. 2023

Smart Agricultural Technology

View full text Add to dashboard Cite

Programa ReCicLa

Destefani

Corrêa

Vieira

et al. 2022

RET

View full text Add to dashboard Cite

O Programa de Extensão ReCicLa, é desenvolvido no Instituto Federal Catarinense Campus Araquari, em parceria com a ONG Movimento Jovem Araquari - MJA e a Associação de Moradores e Amigos do Bairro Itinga – AMORABI e objetiva otimizar orçamento doméstico em comunidades vulneráveis. Os projetos que integram o Programa ReCicLa desenvolvem: produtos de limpeza de baixo custo e dano ambiental; receitas sustentáveis de alimentos e instalação de hortas comunitárias com assessoria técnica. Diante do distanciamento social, as ações passaram a ser desenvolvidas remotamente, assim surge o projeto Redes objetivando criar, divulgar e compartilhar ações do ReCicLa. Para possibilitar a publicação do material produzido em formato digital, foram criadas contas no Instagram, Facebook e realizadas lives no YouTube. A comunicação e as reuniões entre bolsistas, colaboradores e coordenadores ocorreram pela plataforma Meet e WhatsApp. Nos encontros eram definidas as postagens e as temáticas estudadas, respeitando os objetivos dos projetos. Utilizaram-se recursos das próprias redes sociais digitais, entre outras ferramentas, para editoração de imagens, vídeos, textos e som. Foram publicadas 56 postagens contendo vídeos de receitas, dicas de plantio e informações selecionadas. Usando essa metodologia, os projetos do Programa ReCicLa apresentaram maior abrangência e visibilidade, visto que as redes sociais ultrapassam a barreira do tempo e do espaço. As ações realizadas remotamente possibilitaram a interação entre servidores, discentes e comunidade, pois ao interagirem com curtidas, comentários, perguntas e compartilhamentos, os participantes deixaram de ser meros espectadores, validando a extensão também em formato digital.

show abstract

Building Engagement in Facebook: A Case Study with Utah State University Extension Sustainability

Cited by 4 publications

References 6 publications

The role of women's leadership in environmental NGOs' online accountability

The role of women's leadership in environmental NGOs' online accountability

Facebook for digital agricultural extension services: The case of rooftop gardeners in Bangladesh

Programa ReCicLa

Contact Info

Product

Resources

About