#4596. How a nonprofit organization delivers online accountability through social media

August 2026publication date
Proposal available till 19-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Business and International Management;
Marketing;
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Abstract:
Social media act as primary means of connection between the stake-holding public and varied enterprises, including nonprofit entities. The media also have great potency to assist nonprofit organizations (NPOs) to deliver real-time transparency to the public. This study, therefore, aims to find out how social media act as online accountability channels for NPOs and observe which social media is the most effective in performing such an objective. While the data was collected through a document review, semi-structured interviews, and content analysis of massive social media statistical data. The data was subsequently analyzed through the use of the thematic method. Using NPO accountability framework developed from former literature, it is found that NPOs can fulfill various dimensions of accountability through social media: formal-informal and upward-downward. This study offers several implications for the management of NPOs by outlining a framework of optimizing social media for discharging online accountability as well as further research agendas to scholars interested in the subject.
Keywords:
Nonprofit organization; Online accountability; Social media

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