What Kind of Website Content Are Volunteers Looking For? Findings from Applying Netnography in the Nonprofit Sector

Nelida Miranda Trevino and Marcelo Royo Vela

No 198, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: The scientific community identified the internet as being highly beneficial for nonprofit organizations. Previous contributions have highlighted the importance of content and an emerging topic is the relationship between content and user. To explore this perspective, this investigation aims to identify user-generated content for nonprofit websites. A qualitative methodology called netnography, or online ethnography was proposed to carry out the empirical phase. Findings from the analysis of data collected show the emergence of two dimensions for generated content: issues within the nonprofit sector and collaboration. Each dimension is integrated by three topics: promotion, testimonials and research in the sector, as well as training, support requests and volunteer opportunities, respective ly.

Keywords: online; volunteer; nonprofit; content; websites; Netnography (search for similar items in EconPapers)
Date: 2010-07-05
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