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Social media capital and civic engagement: Does type of connection matter?

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  • Young-joo Lee

    (University of Central Florida)

Abstract

This study examines the relationship between a person’s social media capital and civic engagement, focusing on the networks formed via two social network sites (SNSs) of Facebook and Twitter. The analysis of the survey data on young people’s social media use and civic engagement in the U.S. shows that, although all three types of online social ties (Facebook Friends, Twitter followers, and people one follows on Twitter) are positively associated with civic engagement, there are differences across the different types of connections. The findings reveal that Twitter social capital is more strongly associated with participation in political organizations while Facebook social capital is more strongly associated with participation in non-political charitable organizations. Between Twitter followers and following, the number of people one follows is more strongly associated with participation in both types of organizations than the number of one’s followers. These findings suggest that nonprofit managers take a platform-specific approach when using social media for marketing and stakeholder involvement.

Suggested Citation

  • Young-joo Lee, 2022. "Social media capital and civic engagement: Does type of connection matter?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 167-189, March.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:1:d:10.1007_s12208-021-00300-8
    DOI: 10.1007/s12208-021-00300-8
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    References listed on IDEAS

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    1. Cheng Hong & Cong Li, 2020. "How to turn lurkers into donors? A study of online social support interactions between nonprofit organizations and their followers," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 527-547, December.
    2. Saxton, Gregory D. & Guo, Chao, 2020. "Social media capital: Conceptualizing the nature, acquisition, and expenditure of social media-based organizational resources," International Journal of Accounting Information Systems, Elsevier, vol. 36(C).
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    4. Manuel Matos & Teresa Fernandes, 2021. "Volunteer engagement: drivers and outcomes on non-profits’ co-creation of value," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 471-490, December.
    5. Kirk Kristofferson & Katherine White & John Peloza, 2014. "The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1149-1166.
    6. Michele Lalla, 2017. "Fundamental characteristics and statistical analysis of ordinal variables: a review," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(1), pages 435-458, January.
    7. Mayer, Adalbert & Puller, Steven L., 2008. "The old boy (and girl) network: Social network formation on university campuses," Journal of Public Economics, Elsevier, vol. 92(1-2), pages 329-347, February.
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