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The quest for attention : nonprofit advocacy in a social media age /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Guo, Chao, 1971-, author. Saxton, Gregory D. (Gregory Douglas), author. |
| 서명/저자사항 | The quest for attention :nonprofit advocacy in a social media age /Chao Guo and Gregory D. Saxton. |
| 발행사항 | Stanford, California : Stanford Business Books, an imprint of Stanford University Press, 2020. |
| 발행예정일자 | 2007 |
| 형태사항 | 1 online resource |
| 소장본 주기 | Added to collection customer.56279.3 |
| ISBN | 1503613089 9781503613089 |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | Social media and nonprofit advocacy : the beginning of a new paradigm -- The context of social media advocacy -- Getting attention : an organization-level analysis -- Building an explanatory model at the message level -- Beyond clicktivism : from attention to impact -- The future of nonprofit advocacy in a data-driven world. |
| 요약 | "Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same time, social media has created a "noisy" environment that renders it more difficult for nonprofits to make their voices heard. Operating in an information-saturated landscape, populated by an audience with limited attention, organizations are struggling to effectively grab and hold onto their supporters and the general public. In The Quest for Attention, Chao Guo and Gregory D. Saxton argue that "attention" is a key intermediate goal and an important resource for advocacy organizations to effectively promote their causes. Synthesizing research, including much of the authors' own, this book discusses the challenges, strategies, and consequences of attention advocacy as organizations work to bring awareness to their struggle, tighten ties with their communities, and mobilize constituents for collective action, both online and off"-- |
| 일반주제명 | Nonprofit organizations -- Political activity. Social media. Nonprofit organizations -- Political activity. Social media. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Guo, Chao, 1971-The quest for attentionStanford, California : Stanford Business Books, an imprint of Stanford University Press, 2020.9781503605015 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2474233 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00017784 | 659.2/88 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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