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The Adoption of Social Media in Nonprofit Organizations: The Case Study of the United Nations Country Team in Thailand
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies. -. (Media and Communication)
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The study examines the role of social media in non-profit organizations using the case study from the United Nations Development Programme (UNDP) in Thailand Country office. As Social media become a significant channel to raise the visibility and promote the work of the organization.

The focus of this research examines what drives organizations adopting social media through a model built round four key factors, 1.) The importance of social media, 2.) The impact to image of the organization, 3.) Communication strategies and, 4.) Characteristics of content on social media channels. The research aims to analyze mediums that affect the behavioral transformation of the four factors by integrated with the existing theoretical perspectives.

The research was conducted in the UNDP country office social media channels mainly on Facebook from December 2013 to February 2014, using content analysis and interviewing as main methods. With the adoption of social media, the main conclusion of the study: gradually impact of social media in the enhancement of NGOs images, the changes in the construction of the content, the popularity of the themes in social media influenced by the domestic environments in the country and yet a substantial potential of social media in organizational advocacy. 

Place, publisher, year, edition, pages
2014. , 108 p.
Keyword [en]
social media for NGOs, new media, nonprofit organizations, social media, Facebook, Twitter, Social Media Strategies, digital sphere.
National Category
Communication Studies
URN: urn:nbn:se:uu:diva-233748OAI: oai:DiVA.org:uu-233748DiVA: diva2:754191
Subject / course
Media and Communication Studies
Educational program
Master Programme in Social Sciences
2014-08-28, Uppsala University, Uppsala, 16:32 (English)
Available from: 2014-10-10 Created: 2014-10-09 Last updated: 2014-10-10Bibliographically approved

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