{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,13]],"date-time":"2026-04-13T12:54:07Z","timestamp":1776084847756,"version":"3.50.1"},"reference-count":73,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2016,10,3]],"date-time":"2016-10-03T00:00:00Z","timestamp":1475452800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2016,10,3]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>In view of the increased impact of social media, non-profit organizations (NPOs) should review their management model for stakeholder relationships. The purpose of this paper is to analyze the influence of factors on the use of Twitter by NPOs as a mechanism for disclosing information and dialogue with their stakeholders, and in particular: \u201cdonor dependence,\u201d \u201cfundraising expenses,\u201d \u201corganizational age,\u201d \u201corganizational size,\u201d \u201conline community size,\u201d \u201cnetwork activity\u201d and \u201cboard size.\u201d<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A content analysis of Twitter use as a strategic communication tool was conducted and a multivariable linear regression analysis was performed.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Smaller organizations and those with a larger online community are the most interested in implementing Twitter as a one or two-way communication strategy. Likewise, the NPOs with the highest degree of donor dependence strive most in the use of contents of Twitter as one-way communication mechanism.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Social implications<\/jats:title><jats:p>This study contributes to a better understanding of social media implementation in the NPO sector and advances the identification of the main causes that motivate NPOs to improve their accountability through social media.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The paper\u2019s subject is relatively innovative due to the scarce studies focussing on social media used by NPOs. In spite of the advantages offered by Twitter, few studies have specifically addressed NPOs\u2019 current use of this platform, and fewer still have analyzed the factors that motivate them to use this tool.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-07-2014-0188","type":"journal-article","created":{"date-parts":[[2016,9,16]],"date-time":"2016-09-16T06:47:28Z","timestamp":1474008448000},"page":"1052-1071","source":"Crossref","is-referenced-by-count":41,"title":["Drivers of Twitter as a strategic communication tool for non-profit organizations"],"prefix":"10.1108","volume":"26","author":[{"given":"Mar\u00eda del 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