Facebook Theoretical Framework

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Section Two: Literature Review
2.1 Theoretical Framework

This research paper attempts to compare the use of Facebook by two groups of NPOs: international NPOs and Nigerian NPOs. The communication theory most relevant to this study is Social Network Science Theory. This theory was propounded by Danah Boyd and Nicole Ellison in 2007. According to these theorists, social networking sites are platforms that enable users do the following:
1. Develop semi-public or public profiles within bounded systems.
2. Identify a list of other users with whom they have mutual connections.
3. View and navigate their list of connections.
This theory is relevant to this study because it gives an insight into how NPOs behave on social media platforms.
2.2 Empirical
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Hence Facebook fan pages now serve as a dialogic platform for NPOs to engage with their fans as well as build a loyal community. This loyal community consists of clients, volunteers, donors as well stakeholders.
2.3 Methodological Literature Review
Statuses and updates are the key features of most social media platforms including Facebook. A few research projects have tried to study the nature of the updates NPOs post on their Facebook fan pages. Waters and Kevin (2012) in their study on “how NPOs use Facebook” employed the content analysis research method to determine if Chinese, Turkish and American NPOs use Facebook to promote their culture.
This was achieved by analyzing the Facebook profiles of 225 nonprofit organizations from China, Turkey and the United States of America. The research investigated how the selected NPOs divulge information about themselves and their stakeholders on Facebook by examining the contents of their messages. And the results of their research revealed that American NPOs post messages that promote their culture than China and
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Thus, the contents of these Facebook profiles will be analyzed using the research questions as a guide.
The number of page likes the NPOs represented in this study have on their page would be noted. The number of page likes signifies the number of Facebook users that are subscribed to the profiles of the NPOs and by extension the Facebook community of the NPOs. Afterwards, the frequency with which these NPOs post contents on their Facebook fan pages will be examined. It should be noted NPOs with a strong online presence ought to post contents on a daily basis.
Then, the type of messages these NPOs post on their Facebook fan pages will be examined. The messages could be inspirational, informative, advertorial or for sponsorship. More attention would be paid to this session because the types of messages determine how the NPOs Facebook community will engage and interact with them. Advertorial messages are promotional in nature and usually include call-to-action statements such as statement such as register, volunteer, donate or subscribe. So the number of people who respond to these messages will be computed from the comment section. And the results gotten for both NPOs, international and Nigerian, will be statistically

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