Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/36150
Title: New Media and nonprofit organisations? Relationship Building Effort ? A Singapore Perspective
Authors: LUU TRAN HUYNH LOAN
Keywords: new media, nonprofits, relationship building, relational dimension
Issue Date: 29-Jun-2012
Source: LUU TRAN HUYNH LOAN (2012-06-29). New Media and nonprofit organisations? Relationship Building Effort ? A Singapore Perspective. ScholarBank@NUS Repository.
Abstract: To establish legitimacy that is crucial to sustain their operations and garner popular support, nonprofits in Singapore have to leverage new media such as websites and Facebook to cultivate sustainable relationships with key stakeholders. Nonprofits? online relationship building consists of seven relational dimensions namely usability, interactivity, information dissemination, disclosure, accountability, commitment, and inclusivity. An examination of websites and Facebook pages of nonprofits in Singapore shows that while websites are still a predominant platform and very well taken care of, Facebook serves as an additional informal, interactive communication space to complement the websites and maximize nonprofits? online relationship building capacity. Organizational factors such as type, revenue, and staff strength are also positively correlated with how different relational dimensions manifest on the websites and Facebook pages. An integrative model of online relationship building was proposed in which the relationships between websites and Facebook pages are characterized as synergistic, complementary and indifferent. The synergistic relationship sees a strong manifestation of disclosure; the complementary relationship exists for interactivity, information dissemination, accountability, and commitment; and, the indifferent relationship for inclusivity.
URI: http://scholarbank.nus.edu.sg/handle/10635/36150
Appears in Collections:Master's Theses (Open)

Show full item record
Files in This Item:
File Description SizeFormatAccess SettingsVersion 
Final thesis_for submission_28Dec_JodieLuu.pdf935.18 kBAdobe PDF

OPEN

NoneView/Download

Page view(s)

273
checked on Dec 11, 2017

Download(s)

960
checked on Dec 11, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.