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Abstract
This paper investigates non-profit organizations' (NPOs) webpage engagement using the Strategic Online Communication Approach (SOCA). It proposes a sequential model, EMEA (Extended Model of Webpages Engagement and Adoption), with three levels: information, interaction, and action. The study finds a positive correlation between the number of ways an NPO offers help on its webpage and the level of engagement, and between engagement and NPO results. While EMEA predicts engagement, its application doesn't guarantee SOCA compliance, as a multi-channel online strategy is crucial.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
Aug 23, 2023
Authors
María Victoria Carrillo-Durán, Juan Luis Tato-Jiménez, Chris Chapleo, Lara Sepulcri
Tags
non-profit organizations
webpage engagement
Strategic Online Communication Approach
EMEA model
interaction
online strategy

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