Please use this identifier to cite or link to this item:
Appears in Collections:Communications, Media and Culture Journal Articles
Peer Review Status: Refereed
Title: Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram
Author(s): Bernardi, Chiara L
Alhamdan, Nouf
Keywords: Marketing
Strategy and Management
Economics and Econometrics
Issue Date: 1-Feb-2022
Date Deposited: 4-Mar-2022
Citation: Bernardi CL & Alhamdan N (2022) Social media analytics for nonprofit marketing: #Downsyndrome on Twitter and Instagram. Journal of Philanthropy and Marketing.
Abstract: Social media listening and monitoring of user-generated content (UGC) in commercial marketing is central to measuring social media users' perceptions of a brand or company. Applications of social media analytics (SMA) have become common practice in marketing and are employed to predict consumer behavior. However, critical reflections on SMA applications to nonprofit marketing are lacking, despite the increased usage of SMA by nonprofit organizations.
DOI Link: 10.1002/nvsm.1739
Rights: © 2022 The Authors. Journal of Philanthropy and Marketing published by John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License (, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.
Notes: Output Status: Forthcoming/Available Online
Licence URL(s):

Files in This Item:
File Description SizeFormat 
Bernardi-Alhamdan-JPM-2022.pdfFulltext - Published Version1.15 MBAdobe PDFView/Open

This item is protected by original copyright

A file in this item is licensed under a Creative Commons License Creative Commons

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.