Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
Social Media Strategies To Increase Professional Membership Association Dues Income, Robert J. Spangler
Social Media Strategies To Increase Professional Membership Association Dues Income, Robert J. Spangler
Walden Dissertations and Doctoral Studies
Social media strategies can play an important and specific role in nonprofits by increasing membership dues income. However, insufficient data exists supporting effective strategies for social media in professional membership associations, potentially
affecting both business managers within those associations and the stakeholders they represent. The purpose of this qualitative single case study was to explore social media strategies that nonprofit marketing professionals used to increase professional
membership association dues income. The sample included 7 nonprofit marketing professionals in a New Jersey-based professional membership association. Social exchange theory and social influence theory formed the conceptual framework. Data
collection occurred using semistructured …