Control mutuality,social media,and organization-public relationships: A study of local animal welfare organizations’ donors |
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Authors: | Diana C Sisson |
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Institution: | Auburn University, 235 Tichenor Hall, Auburn, AL 36849, United States |
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Abstract: | Using an online survey and qualitative analysis, this study examined the role of control mutuality in social media engagement to provide insight for social media strategy creation for nonprofit organizations. Guided by OPR and relationship management literature, insights and implications contribute to scholarly discussions of control mutuality and relationship management. |
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Keywords: | Control mutuality Social media Organization-public relationships Relationship management Donors Nonprofit organizations |
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