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Digital Communication and Social Organizations: An Evaluation of the Communication Strategies of the Most-Valued NGOs Worldwide

Author

Listed:
  • Andrea Moreno-Cabanillas

    (Audiovisual Communication and Advertising, University of Malaga, 29010 Malaga, Spain)

  • Elizabet Castillero-Ostio

    (Audiovisual Communication and Advertising, University of Malaga, 29010 Malaga, Spain)

  • Antonio Castillo-Esparcia

    (Audiovisual Communication and Advertising, University of Malaga, 29010 Malaga, Spain)

Abstract

The communication of organizations with their audiences has undergone changes thanks to the Internet. Non-Governmental Organizations (NGOs), as influential groups, are no exception, as much of their activism takes place through grassroots digital lobbying. The consolidation of Web 2.0 has not only provided social organizations with a new and powerful tool for disseminating information but also brought about significant changes in the relationship between nonprofit organizations and their diverse audiences. This has facilitated and improved interaction between them. The purpose of this article is to analyze the level of interactivity implemented on the websites of leading NGOs worldwide and their presence on social networks, with the aim of assessing whether these influential groups are moving towards more dialogic systems in relation to their audience. The results reveal that NGOs have a high degree of interactivity in the tools used to present and disseminate information on their websites. However, not all maintain the same level of interactivity in the resources available for interaction with Internet users, as very few have high interactivity regarding bidirectional resources. It was concluded that international non-governmental organizations still suffer from certain shortcomings in the strategic management of digital communication on their web platforms, while, on the other hand, a strong presence can be noted on the most-popular social networks.

Suggested Citation

  • Andrea Moreno-Cabanillas & Elizabet Castillero-Ostio & Antonio Castillo-Esparcia, 2024. "Digital Communication and Social Organizations: An Evaluation of the Communication Strategies of the Most-Valued NGOs Worldwide," Future Internet, MDPI, vol. 16(1), pages 1-18, January.
    • Handle: RePEc:gam:jftint:v:16:y:2024:i:1:p:26-:d:1318657
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    References listed on IDEAS

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    1. Paul Capriotti, 2017. "The World Wide Web and the Social Media as Tools of CSR Communication," CSR, Sustainability, Ethics & Governance, in: Sandra Diehl & Matthias Karmasin & Barbara Mueller & Ralf Terlutter & Franzisca Weder (ed.), Handbook of Integrated CSR Communication, pages 193-210, Springer.
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