Come on feel the noise: the relationship between stakeholder engagement and viral messaging through an association’s Twitter use
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DOI: 10.1007/s12208-019-00219-1
Abstract: How do nonprofits use Twitter to build relationships with online stakeholders, while cultivating new audiences through viral messaging? This paper examines the relationship between online stakeholder engagement and the role networks play in promoting an… read more here.
Keywords: attention; viral messaging; relationship; stakeholder engagement ... See more keywords