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  • The Business of Fashion Blogging

    The Business of Fashion Blogging

    A woman uploads a YouTube video of herself reviewing the most popular makeup brands while wearing the latest fashion trends – with just the click of a button, she just made money. How? Fashion blogging is a real life example of how self-branding can be turned into a business. The authors of the article, “‘Having it All’ on Social Media: Entrepreneurial Femininity and Self-Branding Among Fashion Bloggers,” discuss how fashion blogging is one of the most commercially successful and publicly visible forms of how the internet shapes the way people interact, communicate, behave and think with each other in a societal setting. However, they are confined to the restraints of the roles of women as consumers in society – a restraint that they use as a strategy to gain their following. 

    Through the qualitative research of the textual and visual content uploaded by the top-leading fashion bloggers, the authors, Brooke Erin Duffy and Emily Hund, show how the most popular fashion bloggers portray “having it all” on social media to create entrepreneurial femininity. To the public, it looks easy and enticing – a life full of glam. The camera lens shows them living their carefree lives. Little do they know, the top-ranked fashion bloggers are good at what they do because of the strategies they employ to attract attention. To determine how fashion bloggers strategically promote themselves through various social media platforms, they “conducted a qualitative analysis of the textual (blogger narratives) and visual (Instagram images) content of the top 38 US fashion blogs” (Duffy & Hund, 2017). Bloggers structure their content into three topics: the destiny of passionate work, the glam life, and carefully curated social sharing.  

    Although each top-ranked fashion blogger earns an income from their digital media brands, they promote their blog as an outlet for their passionate work whether it may be style, art, photography, makeup, etc. Whatever their passion, their social media pages are tailored to it, which will attract viewers with similar passions. Their “glam life” is portrayed through traveling across the world, receiving luxury swag, attending exclusive and prestigious events, and more. This makes their audience entranced in their lifestyle – they want to be them. Since they can’t be them, the next closest thing is watching their lives through their digital media. The third interrelated topic, carefully curated social sharing, is how the bloggers show off their passions and glam lifestyle to the world – through social sharing (Duffy & Hund, 2017). Each topic draws in their audiences to continue to follow their social media channels. They want to be them, live in their shoes and have their glam life.  

    Fashion bloggers have become conduits for financial independence and female empowerment. Through effective branding strategies people (in this example, fashion bloggers) can promote themselves on social media platforms, gain a following and turn their self-branding into a business. Research by Duffy and Hund supports that “despite their [fashion bloggers] seemingly effortless nature, bloggers’ online presentations were paragons of discipline in their displays of passionate work, glamorous lifestyles, and selective social sharing in their construction of blogging as a way to “have it all”; the interviews revealed the significant amount of time and energy required to achieve this” (Duffy & Hund, 2017). Although their lives may seem like a breeze, they are putting forth a significant amount of work for them to appear that way to their audiences. 

    Fashion bloggers have unveiled the rigorous labor, discipline and strategy it takes to go into the production of the digital self. It actually was not as easy as just a click of a button, after all. They are proof that social media platforms are tools that, when used effectively, can help brands and companies build their brand in a way that their consumers can interact with. 

    Written By: Jenna Pugliese-McNamara

     References:

    Duffy, B. E., & Hund, E. (2017). “Having it all” on social media: Entrepreneurial femininity and self-branding among fashion bloggers. Social Media + Society, 1(2) doi:http://dx.doi.org.liblink.uncw.edu/10.1177/2056305115604337 

  • College Students and Procrastination: Understanding a Target Audience

    College Students and Procrastination: Understanding a Target Audience

    Research has shown that 80% of college students procrastinate; a practice that many college students are far too familiar with. Most college students would probably admit that they have procrastinated on an assignment at some point in their years of school, and even on a regular basis. Additionally, putting off the responsibilities of school and scrolling on Instagram is something we have all probably done. Chinese researchers Ruihang Shen of Northwestern University and Meina Liu of George Washington University conducted research in this area of study, attempting to gain further understanding in different cultures on how and why students procrastinate in relation to their time orientation, social media usage, and various coping styles. They studied from a cross cultural perspective how and why social media usage may or may not effect procrastination in China and the United States.

    Studies indicate that procrastination is related to other traits such as low confidence, stress, depression, anxiety, forgetfulness, disorganization, and a lack of energy that all reveal poor psychological wellbeing. Shen and Liu studied the role social media plays in relationship to procrastination; does it contribute to a poor psychological wellbeing or help mitigate it? When students were coping together and supporting one another, their stress levels decreased and so did their frequency of procrastination. In comparison, when students seek support online it raises their avoidance levels and promotes internet addictions.

    The participants for this study were 224 college students attending Chinese and American universities, 123 students being Chinese and 101 being American. The average age was 21. Of the 123 Chinese students, 78 were female and 45 were male. Of the American students, 87 were women and 18 were male. The Chinese participants on average spent 4.48 hours a day on social media, and American participants spend an average of 3.71 hours.

    Having a high consideration for future consequences, or being more concerned for how current actions will affect your future, led to less procrastination. If the participant had a present time orientation, they were more likely to procrastinate. Motives for using social media were recorded to determine the reasoning behind someone using social media apps.

    Essentially, what motivated them to pick up their phone and log into social media? For example, one of the response options to be chosen was, “I use social media because it’s enjoyable.” Coping styles were recorded to better understand why a participant may engage in an action to manage their stress. Such as answering, “I do this a lot” when asked “Do you seek emotional support from others when you are stressed out?” Additional avoidance tendencies were measured through asking questions regarding the characteristics of a person who procrastinates. Such as the tendency of feeling rushed when completing an online task.

    The results of this study reported that Chinese students were overall more likely to procrastinate than American students. They had similar reports of concerns for future consequences and their high use of avoidant coping tendencies. American students reported to be more likely to use social media for entertainment reasons. This includes going on social media to watch videos, connect with influencers and generally be entertained. Another strong desire to use social media can be to solve problems and seek out information. Both of these contribute to avoidant tendencies because students are ultimately reaching for their phones instead of completing their work. The use of social media for entertainment or relaxation instead of completing an assignment reflects the lack of both prioritization of tasks and future goal orientation by college students.

    Those who live in the “right now” moments and don’t consider what is ahead are far more likely to procrastinate. We think we are using social media to find information to help with our procrastination of an assignment, but we actually procrastinate more. When this happens students may be experiencing a psychological trap. Being mindful of future goals and future consequences is key in resisting social media use at poor times and overall eliminating procrastination in our lives.

    So, what does this mean for the practice of Integrated Marketing Communication? It is important to look at research like this to understand how specific target audiences operate. When planning to market and communicate to college students through social media, it is essential to understand how and why they use social media. Understanding that some of the main reasons students use social media are for entertainment, relaxation, problem solving and information seeking will help an IMC team to target their messages with precision. Identifying motivations behind college students’ choices, which can lead to procrastination, further provide information when marketing to this group. When IMC experts know these motivations are attributed to time orientation and coping styles they are more equipped to market to this audience effectively. Certain services or products can be advertised to this demographic that would not be applicable to others. Ultimately, research such as Shen and Liu’s teaches IMC professionals how to use a targeted consumer approach informed by the habits and desires of the audience.

    Olivia Nelson is a senior majoring in Communication Studies and minoring in Studio Art with a focus in Integrated Marketing Communication and Graphic Design. When she isn’t studying brand strategies or practicing her design skills, she enjoys trips to the beach and a warm cup of coffee.

    Source:

    Shen, R, Liu M. Time Orientation, Social Media Use, and Coping Style: Cultural Similarities and Differences in How and Why College Students Procrastinate. Chine Media Research, 2019.

     

     

  • Optimizing Your Professional Digital Brand

    Optimizing Your Professional Digital Brand

    In today’s increasingly digital career world, maintaining a positive public image and a professional personal brand has become an emerging asset. Social media has changed the game for personal branding, making your online brand just as important as your “in person” brand. A “personal digital brand” is a recent term to describe a strategic self-marketing effort created via social media platforms to promote an individual’s professional online image (Kleppinger, 2015).  The largest professional networking platform is LinkedIn, with over 350 million regular users. LinkedIn links corporate culture and social media culture to connect job seekers with potential employers. The social-corporate platform plays a major role in personal branding strategy and is essential in establishing a professional career in today’s digital world. Knowing your LinkedIn profile is on display for millions of employers to view is an intimidating thought; however, with the help of William Arruda’s exploratory research, “Personal Branding in the Digital World” you will learn what it takes to optimize your profile and successfully translate your real-world brand for the virtual professional world.

    Arruda’s research provides insight on the deciding factors that need to be considered when creating your online personal brand and that it remain “authentic, compelling, and relevant.” Arruda explains that the first step in building your brand involves authentic self-reflection because you cannot promote a brand that is not true to you. You must ask yourself, “What unique ingredient do you contribute to everything you do? What do you do better than anyone else? What would you do if you knew you could not fail?” A brand that has successfully articulated answers to these questions is Apple. Arruda states, “Apple owns the brand attribute of innovation because everything it does, from its products to stores to how you navigate its website, is innovative” (p. 44). Once you achieve brand clarity, you can then connect your attributes to one of your most important career tools: a bio. A bio is essentially an engaging elevator pitch that tells your story and captivates your audience. Yes, your resume is an important career tool, but it is just a document. Your bio however, is your emotionally-charged story that connects you to your audience in a personal way that your resume cannot. The author’s findings state to keep in mind that “your brand is relevant for today and positions you for where you want to be tomorrow” when creating your online brand identity.

    After you have had time to analyze how you wish to perceive your brand, you are ready to digitalize it. With online branding, Arruda developed a mnemonic called, “B-GRACEFUL” to remember nine actions you should maintain monthly to keep up your digital brand. The author’s mnemonic is the following,

    Bolster: think of one thing you have accomplished that you can use to enhance your profile.

    Give: commit to one monthly act of “digital kindness” such as re-sharing content your company posts or promoting colleague’s content.

    Refine: update your bio/headshot or any minor edits so profile is up to date.

    Act: take social action by liking, commenting or sharing posts from connections. Connect: make your LinkedIn connections current, add people you have met during the past month.

    Ego-surf: Google yourself to see what changes have occurred to your online presence. Follow: choose one hashtag you follow and check out what’s happening on that topic in all social media accounts.

    Update: commit to at least one monthly post.

    Learn: read an article in one of your favorite publications or listen to educational podcast.

    For those using their LinkedIn as a professional job search platform, using Arruda’s tips will help you stand out among skilled recruiters and hiring managers who analyze your overall profile and personal brand to see if it matches the position and company you applied for.

    Arruda goes on to mention that creating a personal digital brand –is not about you, but who you seek to influence and engage with. Once you find what makes you unique you must employ some of these strategic ways to help differentiate your brand from others. Overall, the author presents helpful strategies which will allow for a better understanding of how to use social media, specifically LinkedIn to achieve and build your personal brand online. After analyzing Arruda’s article, I was reminded of Jeff Bezos, founder of Amazon, famous quote, “Your brand is what other people say about you when you’re not in the room.” In other words, your personal brand is your reputation and how you are seen in people’s minds online and offline. While having a personal brand has recently emerged in the IMC (Integrated Marketing Communication) world–it is here to stay.

    Bio: Alana Myers is a Communication Studies senior at the University of North Carolina Wilmington graduating this Spring 2020. After graduation, she hopes to find a job in Wilmington or Raleigh in either Public Relations, Social Media Marketing, etc. Go Seahawks!

    References

    Arruda, W. (2019). Personal branding in the digital world. Talent Development, 73(2), 42-47. Retrieved from https://search-proquest-

    com.liblink.uncw.edu/DocView/2188850099?accountid=14606

    Kleppinger, C. A., & Cain, J. (2015). Personal digital branding as a professional asset in the digital age. American Journal of Pharmaceutical Education, 79(6), 1-4. Retrieved from https://search-proquest-com.liblink.uncw.edu/docview/1719226331?accountid=14606

     

  • How Do Brands Evaluate and Choose Social Media Influencers?

    In the short amount of time someone spends on YouTube, Instagram, or Facebook, there is a high chance that they have encountered a social media influencer promoting a product. How many times have you scrolled through your Instagram feed and seen someone promoting Care/Of Vitamins? Probably a lot. So, what really is a social media influencer? What qualifies a person to become a social media influencer? How do brands come into contact with the influencer? In Jan-Frederik Grave’s 2019 research article titled, “What KPIs Are Key? Evaluating Performance Metrics for Social Media Influencers” all of these questions are answered.

     

    According to Grave, there are two challenges that companies face when selecting a social media influencer: finding which social media influencer to work with and measuring the outcomes of the campaign. Fashion, health, beauty, entertainment and more are just a few of the various topics that social media influencers cover. Since there is a wide range of influencers for a company to choose from, they must rely on social media metrics to determine which influencer they would like to collaborate with.

     

    Key performance indicators (KPIs) are various metrics used by brand marketers and agencies when selecting a social media influencer for their brand, according to Grave. One KPI that might be used is the amount of interactions an influencer recieves on a post (comments, “likes”, “shares”, etc). Another KPI could be the amount of followers, subscribers, friends, etc. the influencer has on their social media channels.

     

    Grave explains that typical paid content on social media is created by the brand marketers themselves, which gives them more control of the overall message. However, social media influencers are given most of the control when it comes to creating the content for the brand. Although brand marketers provide the social media influencer with some tips to follow for the content, it is up to the influencer to create the content. Grave says this is why it is important for companies to choose an influencer whom they believe will create quality content with non-conflicting posts on their channels.

    Kate Scott is an undergraduate student at the University of North Carolina at Wilmington. She will be graduating in May 2020 with a B.A. in Communication Studies with a focus in Integrated Marketing Communication.

     

    References

    Gräve, J.-F. (2019). What KPIs Are Key? Evaluating Performance Metrics for Social Media Influencers. Social Media Society, 5(3), 205630511986547. doi: 10.1177/2056305119865475

     

  • Why Your Business Should Adapt a Green Thumb

    We’ve all heard the saying “Going Green”. Almost everyone nowadays is changing their daily habits to be more environmentally friendly. But what does this mean for businesses? Eco Brands are gaining popularity, which means adding some green to your business could be your next marketing move.

    With the rising concern about climate change, it’s no wonder people are beginning to be more cautious when shopping. Whether you believe in the crisis or not, there is some sort of draw to making an environmentally friendly decision. Consumers are becoming more and more likely to spend extra on a product if it is considered “green”.

    In a 2017 joint study done by, The Hong Kong Polytechnic University and Rajamangala University of Technology Phra Nakhon, researchers found that there is a strong relationship between brand green image and eco branding; specifically, within textile brands. A majority of the people surveyed agreed that eco-branding helps a brand’s reputation and credibility, and that it increases their likelihood of purchasing from a business.

    Eco-Branding is the emphasis on environmentally friendly practices within a company. This could mean that products are made with recycled materials, the production leaves a smaller carbon footprint, or that the company uses revenue to invest in protecting the environment. Some major corporations will highlight specific “green” projects they do while some companies are built upon the principle of being eco-friendly. Regardless, this is a rising trend for businesses as the world becomes increasingly worried about the state of the environment.

    Brand Green Image is described in the study as the consumer’s value in the eco-friendliness of a brand. Target consumers are predicted to be more willing to pay more for eco-friendly goods and services. Not all consumers hold environmentally cautious production as a high factor in decision making, but some however do. It is important to reflect the green image to that target market. The goal is to tap into the target’s values and create a more personal connection between the brand and consumer.

    Credibility is a huge factor in brand loyalty. Consumers favor brands that are consistent and reliable. Data shows a positive relationship between eco-brand and credibility. Eco-Branding shows that the brand is concerned in preserving the environment, a value in which some consumers hold highly. However, it is important when implementing eco-branding to be transparent with the audience. Claiming to be “green” when sustainable practices are not being made can cause major damage to a brand’s credibility.

    The study also showed that consumers are more likely to prefer a brand with an established green image. If eco-friendly tactics are integrated into the company’s brand image, participants of the survey stated that they were more likely to do business with them. This means that sustainability within a company is a key factor to market to the public.

    If you are considering enhancing your company’s brand image in the future, perhaps implement an eco-branding strategy.

    1. Introduce green products or services into your company. An example of a green product would be something that was made from recycled materials or was made in a process that used low energy. These types of products are becoming increasingly popular, especially within the fashion industry. Textiles require a lot of energy and water to create, so many brands are looking for alternate production methods for their products. Retail franchise H&M has a service that promotes recycling used clothes in exchange for a discount- which promotes an eco-friendly brand image.

    2. In addition to adding green products or services, promote green behavior in branding materials. Include reasons why it is important to shop sustainably or use green products. Being transparent on why the brand is eco-friendly helps to build credibility and trust amongst consumers.

    3. Highlight the effect on the environment your company has made by switching to be greener and articulate that data to shareholders. This creates more value in the company and can attract potential investors. Being transparent with shareholders is another way to strengthen relations and brand reputation.

    Not only does eco-branding have the potential to attract more customers, it can boost your company’s reputation. As the results of the study show, there is a positive relationship between eco-brand and green brand image. There is potential for increased value, profit, and brand loyalty. So perhaps going green might be your next business move?

    Post written by Lyndsey Newton

    Kan, Chi Wai, Ting Chow Cheby Yuen, Chamlong Sarikanon, and Rattanaphol Mongkholrattanasit. 2017. “A Study of Brand Green Image in Relation to Eco-Branding of Fashion Products.” Applied Mechanics and Materials 866: 448-451. doi:http://dx.doi.org.liblink.uncw.edu/10.4028/www.scientific.net/AMM.866.448. https://search-proquest-com.liblink.uncw.edu/docview/1910408508?accountid=14606.

  • The New Consumer-Business Relationship on Social Media

    In this day and age, social media is increasingly popular and more people than ever have access to the internet. Social media has changed the way businesses connect with their consumers. Now the communication between business and consumers is more of a two-way model. In this two-way model, the company has to be able to successfully communicate with consumers and the consumers need to be able to share their experiences with a business.

    As social media continues to grow businesses are looking for ways to incorporate social media into their communication processes. This is not always easy for businesses. Since social media is so new, it is hard to come up with successful marketing strategies. A 2018 article by Martin Klepek and Halina Starzyczna researched the current communication needs of consumers and developed a new model for business-consumer communication through social media.

    To develop a new communication method for consumers, Klepek and Starzyczna looked at past research on communication models to find patterns for their new model. They also looked at a questionnaire from a previous study. In this questionnaire, respondents stated their preferred brand, one that they follow on Facebook. They then answered 21 Likert scale questions about their attitudes, behaviors, and expectations, as a consumer, regarding how they communicate with their favorite brands on Facebook. The last part of the questionnaire had respondents answer questions about their past behavior on consumer-brand communication. These questions gave Klepek and Starzyczna an insight into how consumers interact with businesses and what consumers expect from their favorite businesses.

    After researching different models Klepek and Starzyczna came up with their own communication model. “First, the information in the form of content flows from brands as well as from consumers.” What this is saying is that content is constantly flowing between consumers and businesses through various social media posts. “Second a vast majority of consumers prefer brands that have an active approach and interact with consumers regularly.” As expected consumers like brands that interact with them regularly. “By assessing how users react to different content, how they behave, and what they are complaining about is all valuable to develop a social network communication strategy.”

    Based on the model Klepek and Starzyczna created they then realized that any good consumer-business communication model would have to have instant feedback, enhanced consumer role, different engagement levels, the openness of the company and a designated social media manager.

    When a consumer expresses a concern or a problem with a business they expect quick feedback because they don’t want to feel like they are being ignored. How many times have you had an issue with a business and you tried to reach out to them but they ignored you? I’m sure this made

    you even more mad and less likely to engage with that business again. When a business provides instant feedback it shows that they are always listening and willing to help their consumers.

    An enhanced consumer role makes the consumer feel important and keeps them engaged with a brand. When a business makes you feel important you are more likely to keep interacting with them. Different engagement levels allow consumers to interact with a business as much as they prefer. One consumer may like to be updated daily about a business whereas another might prefer less interaction with a business.

    The best thing a business can be is open and transparent with their consumers. This openness builds trust between the consumer and the business. Consumers never want to feel like they are being lied to, so the transparency helps create that strong consumer-brand relationship.

    When a business has a designated social media manager it allows that one person (or team of people) to interact with consumers but also create content. It is key that this social media manager is not separated from the consumers or the employees of the business. This allows them to get insight from both sides. Klepek and Starzyczna state that “internal communication is fuel for the external communication on social networks since the demand for information is continuously increasing.”

    No one can deny the fact that social media networks are becoming a more popular way for businesses and consumers to interact. Businesses must use Integrated Marketing Communication techniques to keep consumers engaged in their brand. This article created a new IMC method for a business to use to create and maintain a strong consumer-business relationship.

    Isabella Velazquez

    I am a senior focusing on Integrated Marketing Communication here at UNCW.

    Klepek, M., & Starzyczná, H. (2018). Marketing Communication Model For Social Networks. Journal of Business Economics and Management, 19(3), 500–520. DOI: 10.3846/jbem.2018.6582

  • What Omaha Gives 2015 can teach non-profit organizations about the utilization of social media

    The “Ice Bucket Challenge” in 2014 generated $220 million in donations within weeks after it was launched, Lyanne Alfaro reported 2015 in a Business Insider article. It is a brilliant example of a non-profit organization’s efficient management of opportunities offered by social media platforms.

    Dr. Seungahn Nah from the University of Wisconsin-Madison and Dr. Gregory D. Saxton from Claremont Graduate University showcased that non-profit organizations increasingly take advantage of social media platforms to share information and creatively engage with various stakeholders in their study “Modeling the adoption and use of social media by non-profit organizations” published 2012. A few years later, Abhishek Bhati – a professor in Political Science at Bowling Green State University – teamed up with and Diarmuid McDonell – researcher in Social Policy at the University of Birmingham – to investigate the effectiveness of using social media platforms to support fundraising events for non-profit organizations.

    In the article “Success in an Online Giving Day: The Role of Social Media in Fundraising” published 2019, Bhati and McDonell investigated 667 non-profit organization´s utilization of Facebook before and during the fundraising event Omaha Gives in 2015 to encourage donations from stakeholders. Omaha Gives supports local non-profit organizations in the Omaha Metro area. The event is organized by Omaha Community Foundation and lasts 24 hours, on the Wednesday of the third week of May and donations are accepted through the website omahagives.org where the respective non-profit organization has created public profiles. Donators can donate an optional sum starting at $10.

    “We model a non-profit´s fundraising success during Omaha Gives 2015 as a function of its Facebook network size (number of likes), activity (number of photos), and audience engagement (number of shares) as well as a set of organizational factors including budget size, age, prior participation in Omaha Gives…” Bahti and McDonnell say. Based on these assumptions 12 hypotheses were developed and tested in the study. The study focused on the 667 participating non-profit organizations that had a Facebook page. Content posted by respective non-profit organizations on Facebook from December 31, 2014, to May 20, 2015, (the day of the Omaha Gives 2015) that included the words ‘Omaha Gives’ or ‘May 20′ in various forms were assumed to be related to the Omaha Gives 2015 event and, therefore, taken into consideration.

    Facebook network size, activity and audience engagement

    Bhati and McDonnell argue that a non-profit organization´s Facebook network size (in terms of likes on the page), Facebook activity (in terms of posts created related to the fundraising event) and audience engagement all have a positive relationship to the monetary value of the respective donation. Similar, a non-profit organization´s Facebook network size and audience engagement are expected to have a positive impact on the number of unique donations received. However, Facebook activity is of less importance to the number of unique donations received.

    The budget allotted to marketing activities

    The more budget allotted to marketing activities, the more and bigger donations received during a fundraising event, Bhati and McDonnell claim. The budget may seemingly be of crucial importance, however, return on investment should be closely assessed. Bhati and McDonnell found that non-profit organizations which allotted between $250,000 and $1 million received up to 80% more in donations than non-profit organizations who allotted less than $250,000 and non-profit organizations who allotted more than $1 million raised over 250% more in donations than non-profit organizations which allotted less than $250,000. 250% increase in donations may seem out of this world but taken into consideration that these

    non-profit organizations spent at least 400% on marketing activities compared to the companies with the smallest budget, the return on investment ratio is still negative.

    Established lifetime and previous participation

    Bhati and McDonnell say that the longer a non-profit organization has been established on the market the more, and greater donations it can expect to receive during a fundraising event in comparison to non-profit organizations that have been established more recently. Similar, non-profit organizations that participated in Omaha Gives previous years did receive more and greater donations during the Omaha Gives 2015 than first-time participants. Bhati and McDonnell believe non-profit organizations may learn from previous experiences of participating in a fundraising event that continuously improves their performance.

    Bhati and McDonnell highlight that the return on investment for non-profit organizations with the varying budget was relatively stable leaving the most crucial factors of success to be Facebook network´s size, Facebook activity, and audience engagement. That said, they do raise a warning finger as maintaining social media presence requires resources and expertise. The importance of social media presence is especially important to small scale non-profit organizations that may tend to allot limited resources to online fundraising events. But by taking advantage of opportunities offered by social media small scale businesses could improve fundraising success drastically, Bhati and McDonnell suggest.

    Linnea Nordqvist is an international student at UNCW with previous experience in global e-commerce marketing for profit-driven businesses.

    References

    Alfaro, L. (2015, August). Your $220 million to the ALS ice bucket challenge made a difference, study results show. Business Insider. Retrieved from https://www.businessinsider.com/your-220-million-to-the-als-bucket-challenge-made-a-difference-2015-8

    Bhati, A. & McDonell, D. (2019). Success in an Online Giving Day: The Role of Social Media in Fundraising.

    Nonprofit and Voluntary Sector Quarterly, 00 (0), pp. 1-19.

    Nah, S., & Saxton, G. (2013). Modeling the adoption and use of social media by nonprofit organizations.

    New Media & Society, 15(2), 294-313.