RT journal article
T1 An Approach to Exploring Non-Governmental Development Organizations Interest Groups on Facebook
A1 Galiano Coronil, Araceli
A1 Mier-Terán Franco, Juan José
A1 Serrano Domínguez, César
A1 Tobar-Pesantez, Luis-Bayardo
A2 Marketing y Comunicación
K1 social network analysis
K1 NGDO
K1 stakeholders
K1 facebook
K1 communication
AB This paper presents an approach for analyzing the stakeholders from various organizations based on their Facebook activity. On a practical level, the proposed approach has been applied in two of the Non-Governmental Development Organizations (NGDOs) with the largest number of delegations in the province of Cadiz: Red Cross Cadiz, and Caritas Asidonia Jerez. The purposes of the research are to describe the management of marketing activities on Facebook; to identify the network stakeholders, their roles in the communication, and the community generating factors; and to position organizations according to their leadership, activity, and popularity in the network. This study used a mixed-methods research design, combining personal interviews and Social Network Analysis (SNA). The SNA provided insights into the various ways the analyzed NGDOs are active on Facebook, the roles they play in communication, and how communities are generated. Moreover, the SNA made it possible to visualize the interactions between organizations and their stakeholders within the Facebook environment using the Gephi software package. Two factors that generate communities were detected in the results: the organization's nature and its geographical location. Moreover, two solutions were proposed to determine the organizations' positioning according to their roles in communication. Consequently, two maps were created, a two-dimensional map with the activity and popularity of the parameters, which shows that just because an NGDO is active does not mean it is popular (in terms of receiving "likes "), and a second three-dimensional graph to which a leadership parameter was added. In this last map, four groups of important actors can be seen, with one group formed by the organizations with the best ratings on the three dimensions, and the other three with a low level of leadership in common but who were different in terms of the popularity and activity dimensions.
PB MDPI
SN 2076-3417
YR 2021
FD 2021-10
LK http://hdl.handle.net/10498/25873
UL http://hdl.handle.net/10498/25873
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 07-nov-2026