The Impact of Social Networking Sites: a Case Study of Charitable Events

Social networking is continually growing into a world-wide spectacle, and has transformed the way people communicate with each other (Safko 2010). However, there is limited research on the topic, more specifically in connection with charitable events. Therefore, through the use of qualitative and quantitative research methods, this dissertation will contribute to the developing topic of social networking, and the impact it has on charitable events. Quantitative research has been carried out on 147 event attendees to charitable events, and qualitative research was conducted through group interviews, which were carried out with three charitable organisations that use social networking as part of their marketing strategy. In doing so, this will provide different viewpoints on the topic at hand and a range of opinions from several charities. The rich data collected was analysed and referred back to the literature where appropriate. Additionally, the categorisations of any potential themes were established through thematic data analysis. Accordingly, the themes for the study were developed and highlighted in connection to the aim, which included the consideration into the impacts of social networking sites as a marketing aspect for charitable events. Outcomes of the study were clarified after analysing and comparing the results with the literature review. Results indicated that social networking for charitable organisations was used as an engagement tool with their customers rather than a factor to push ticket sales.ba_eveunpub1718_ethesesunpu