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The University of Southampton
Web Science Institute

Chris Phethean PhD Research Project

Exploring The Value of Social Media Services for Charitable Organisations

Exploring The Value of Social Media Services for Charitable Organisations
Chris Phethean - PhD Project

"My research focuses on investigating the value of social media services for charities. Through this I aim to improve understanding around how these tools can be used for promotion and engagement with supporters, and how the charities’ own behaviour on these sites can affect the end result. Triangulating data from a number of studies, I argue that 'value' on social media is highly complex, and can be affected by numerous factors. The context, intentions and actual behaviour of the charity were identified as essential considerations for assessing the value produced, as were the desires of the supporter base that connects with the organisation through social media. Combining qualitative investigative techniques with quantitative social media analysis, I have demonstrated how the different stated intentions and behaviours manifest themselves on social media sites themselves, and assess how this activity relates to the desired outcomes for the charities."

Chris Phethean










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