Papers by Joana Graça Feliciano
SOCIAL MEDIA NETWORKS IN THE THIRD SECTOR: THE ROAD TO SUSTAINABILITY, 2018
One of the main challenges of the Third Sector is its economic sustainability. This dissertation ... more One of the main challenges of the Third Sector is its economic sustainability. This dissertation explores the status quo of the Third sector organisations with different dimensions in order to recognise common constraints, dependencies and how social media networks can ease the obstacles and how deep is the knowledge on social media return on investment. This exploratory research is based on a qualitative approach. The data collection method consisted of thirteen semi-structured non-standardised in-depth interviews to the leaders of some Third Sector organisations. The findings suggest that regardless the dimension of the organisation the major and transversal dependencies and limitations are: financial, time and reach constraints, reliance on pro bono and on volunteer workforce. The non-profit nature of the Third Sector also imposes a limitation on how economical and ethical marketing efforts can be explored. Social media marketing is important to diversify income sources and also to obtain other benefits such as brand awareness and credibility; new potential donors and leads. Nevertheless, the impact measurement of social return on investment is lacking of knowledge and trust among organization members. The contributions of this study provide valuable insights about the state-of-the-art on the subject and knowledge in which areas should the organisations focus to take the most viable road to their sustainability.
Keywords: Social Marketing, Social Media Marketing, Social Media Networks, Social Return on Investment, Third Sector.
Thesis Chapters by Joana Graça Feliciano
SOCIAL MEDIA NETWORKS IN THE THIRD SECTOR: THE ROAD TO SUSTAINABILITY, 2018
One of the main challenges of the Third Sector is its economic sustainability. This dissertation ... more One of the main challenges of the Third Sector is its economic sustainability. This dissertation explores the status quo of the Third sector organisations with different dimensions in order to recognise common constraints, dependencies and how social media networks can ease the obstacles and how deep is the knowledge on social media return on investment.
This exploratory research is based on a qualitative approach. The data collection method consisted of thirteen semi-structured non-standardised in-depth interviews to the leaders of some Third Sector organisations.
The findings suggest that regardless the dimension of the organisation the major and transversal dependencies and limitations are: financial, time and reach constraints, reliance on pro bono and on volunteer workforce. The non-profit nature of the Third Sector also imposes a limitation on how economical and ethical marketing efforts can be explored. Social media marketing is important to diversify income sources and also to obtain other benefits such as brand awareness and credibility; new potential donors and leads. Nevertheless, the impact measurement of social return on investment is lacking of knowledge and trust among organization members.
The contributions of this study provide valuable insights about the state-of-the-art on the subject and knowledge in which areas should the organisations focus to take the most viable road to their sustainability.
Keywords: Social Marketing, Social Media Marketing, Social Media Networks, Social Return on Investment, Third Sector.
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Papers by Joana Graça Feliciano
Keywords: Social Marketing, Social Media Marketing, Social Media Networks, Social Return on Investment, Third Sector.
Thesis Chapters by Joana Graça Feliciano
This exploratory research is based on a qualitative approach. The data collection method consisted of thirteen semi-structured non-standardised in-depth interviews to the leaders of some Third Sector organisations.
The findings suggest that regardless the dimension of the organisation the major and transversal dependencies and limitations are: financial, time and reach constraints, reliance on pro bono and on volunteer workforce. The non-profit nature of the Third Sector also imposes a limitation on how economical and ethical marketing efforts can be explored. Social media marketing is important to diversify income sources and also to obtain other benefits such as brand awareness and credibility; new potential donors and leads. Nevertheless, the impact measurement of social return on investment is lacking of knowledge and trust among organization members.
The contributions of this study provide valuable insights about the state-of-the-art on the subject and knowledge in which areas should the organisations focus to take the most viable road to their sustainability.
Keywords: Social Marketing, Social Media Marketing, Social Media Networks, Social Return on Investment, Third Sector.
Keywords: Social Marketing, Social Media Marketing, Social Media Networks, Social Return on Investment, Third Sector.
This exploratory research is based on a qualitative approach. The data collection method consisted of thirteen semi-structured non-standardised in-depth interviews to the leaders of some Third Sector organisations.
The findings suggest that regardless the dimension of the organisation the major and transversal dependencies and limitations are: financial, time and reach constraints, reliance on pro bono and on volunteer workforce. The non-profit nature of the Third Sector also imposes a limitation on how economical and ethical marketing efforts can be explored. Social media marketing is important to diversify income sources and also to obtain other benefits such as brand awareness and credibility; new potential donors and leads. Nevertheless, the impact measurement of social return on investment is lacking of knowledge and trust among organization members.
The contributions of this study provide valuable insights about the state-of-the-art on the subject and knowledge in which areas should the organisations focus to take the most viable road to their sustainability.
Keywords: Social Marketing, Social Media Marketing, Social Media Networks, Social Return on Investment, Third Sector.