University of Twente Student Theses

Login

Twitter as a social marketing tool : modifying tweeting behavior in order to encourage donations.

Gasso Climent, C. (2015) Twitter as a social marketing tool : modifying tweeting behavior in order to encourage donations.

[img]
Preview
PDF
556kB
Abstract:In the era of Social Media, organizations are attempting to use this type of communication for marketing purposes. For Cause Marketing, there is a lot of debate on whether Social Media can actually impact the donations raised for a certain cause. I focus on the impact of Twitter behavior by campaign organizations on the donations it receives for their particular cause. By analyzing Twitter data from ‘The Movember Foundation’ over their campaign in 2013. The variables for those analysis were based on Yang and Counts’s (2010) model on the diffusion of information on Twitter; The Tweeting behavior of the organization, the number of retweets the organization obtains and the donations Movember received per day. Results indicated that Retweets are a moderating variable between Tweeting Behavior and Donations. The Tweeting Behaviors impacted the amount of Retweets, and the amount of Retweets had a positive correlation with the Donations received that day. This raises the implications of how best to use this information in order to raise as many donations as is possible, though further research should be conducted on similar organizations in order to see if this model applies to all Campaign Organizations.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/68039
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page