Social and Behavioral Sciences Commons^™

The Diffusion Of Social Media In Nonprofit Organizations, Elvis Asorwoe

FIU Electronic Theses and Dissertations

Social media platforms have become important over the last decade for nonprofit organizations to communicate with stakeholders, engage with community, and connect with donors. Despite the significance, there is a wide gap in the research on social media adoption and use among community-based nonprofits. To fill this gap, this dissertation examines the diffusion of two popular social media platforms (Facebook and Twitter) among community-based nonprofit organizations affiliated with the United Way of America in Florida. The United Way is the largest federated organization of nonprofits and its primary focus is on education, income, and health.

Two questions guide this study: …