Impact of the use of social networking on non-governmental organization effectiveness

• Main Authors: Almeda, Carmeli, Co, Yeng, Dy, Arianne, Ng, Jervis
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Online social networks; Social media; Administrative agencies > Management > Technological innovations; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10752
• Institution: De La Salle University

This study aimed to determine the impact of the use of social networking sites (SNS) on local non-governmental organization (NGO) effectiveness. Furthermore, this research aimed to determine if the benefits of using SNS outweigh its costs, and if local NGOs should use SNS given the various findings in the study. Given today's technological developments, SNS has become a crucial part of society and has influences new ways of communication between two or more parties. However, the researchers discovered that literate has placed less emphasis on the impact of social networking to NGO effectiveness. With this, the researchers aimed to inform local NGOs on how to use SNS in a way that could best help them attain their goals and acquire more resources. In order to get accurate qualitative results, the researchers performed a multiple case study analysis on four local NGOs that met the set criteria in the study. The findings showed that despite the use of SNS in all of the NGOs, only a few are able to fully utilize it for goal attainment and resource acquisition due to lack of monitoring, as well as lack of awareness on the various uses of SNS. On the other hand, through reviewing literature and attaining information from the NGOs, the researchers discovered that the benefits of using SNS outweigh the costs. Furthermore, all four NGOs believe that other NGOs should include the use of SNS in their strategies. In completing this study, the researchers was able to contribute significant knowledge in the impact of the use of SNS on local NGOs, as well as pave the way for future for future studies on the said topic. The researchers also provided valuable information that local NGOs can use their current and strengthen their credibility to the public.