Corporate and Non-Profit Social Media Policies: A Content Analysis

Morana Fudurić () and Andreina Mandelli ()
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Morana Fudurić: Faculty of Economics and Business, University of Zagreb
Andreina Mandelli: Bocconi School of Management

Tržište/Market, 2017, vol. 29, issue 1, 7-22

Abstract: Purpose – The purpose of this paper is to explore the characteristics of corporate and non-profit social media policies (SMP). Design/Methodology/Approach – Content analysis was used to empirically examine corporate and non-profit social media policies that are publically available online.Findings and implications – The results indicate the majority of policies receiving average scores. Additionally, the research has shown no statistically significant differences between profit and non-profit policies. The research provides a framework for analyzing organizational SMPs to reveal gaps and identify areas for improvement. Limitations – Only SMPs that are publically available online were used in content analysis. Also, the interpretation of the elements of competing values framework (CVF) used in the analysis might lead to subjective results. Originality – To the best of our knowledge, this is one of the few papers to examine and compare corporate and non-profit SMPs.

Keywords: social media policies; CVF; non-profit organizations; corporations (search for similar items in EconPapers)
Date: 2017
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