Facebook as an engagement tool: How are public benefit organizations building relationships with their public?

ABSTRACT: The beginning of the 21st century brought a change in the approach to public relations (PR). Both the literature and the practice saw a shift in focus from evaluating the efficiency of communication strategies to relationship management. On the other hand, the growing interest in the use of social media in the management of many types of organizations has prompted researchers to seek the theoretical causes of this trend. Therefore, the purpose of this research is to examine the scope of the Polish public benefit organizations' (PBO) use of the social network Facebook in managing relationships with stakeholders. The PBO is a specific form of non-profit organization, which enjoys the special privilege of collecting tax-deductible donations of 1% of personal income tax (PIT). The research cov

SUBMITTER: Olinski M 

PROVIDER: S-EPMC8428678 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature