The impacts of nonprofit relationship management efforts on social media engagement: The role of organizational identification and online interaction propensity

非營利組織關係管理努力對社群媒體參與之影響：組織認同與線上互動傾向之角色

This research analyzes the organizational and stakeholder determinants of social media engagement in the nonprofit sector. Data was collected using a questionnaire administered to nonprofit stakeholders. The findings show that all the relationship management efforts (financial bonding, information sharing, and social bonding) positively affect stakeholders’ social media engagement (consumption, contribution, and creation). Information sharing is the primary driver of consumption, whereas contribution and creation are driven mainly by information sharing and social bonding. Beyond their direct effects, information sharing and social bonding also enhance stakeholders’engagement indirectly through organizational identification. Stakeholders’propensity for online interaction moderates the relationships between relationship management efforts and social media engagement. Building on these findings, we offer evidence-based recommendations to help nonprofits strengthen stakeholder engagement on social media.