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Enhancing non-profit engagement: the extended model of webpage engagement and adoption for strategic management

Business

Enhancing non-profit engagement: the extended model of webpage engagement and adoption for strategic management

M. V. Carrillo-durán, J. L. Tato-jiménez, et al.

Discover how this research by María Victoria Carrillo-Durán, Juan Luis Tato-Jiménez, Chris Chapleo, and Lara Sepulcri uncovers the secrets of non-profit organizations' webpage engagement through the innovative Strategic Online Communication Approach. Dive into the Extended Model of Webpages Engagement and Adoption, EMEA, and learn about the critical elements that enhance interaction and action on NPO websites.

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Playback language: English
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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