Unpacking the Drivers of Stakeholder Engagement in Sustainable Water Management: NGOs and the Use of Facebook
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Author/sAlonso Cañadas, Juana; Galán Valdivieso, Federico; Saraite Sariene, Laura; Caba Pérez, María del Carmen
The number of people worldwide without access to safe drinking water or adequate sanitation is an unresolved and growing concern, with non-governmental organizations (NGOs) playing an important role in mitigating the effects of water shortage. These organizations utilize the communication mechanisms at their disposal, such as social media, to help spread their social message and to achieve the commitment of society to their cause. In this context and based on dialogic and the resource dependence theory framework, the main aim of this research is to analyze how organizational structure, resource allocation and communication policies of NGOs focused on water management influence the online commitment of their stakeholders. Exploratory results show that these NGOs are not taking enough advantage of social media to engage with their potential donors and volunteers because of the remarkable difference between the management of Facebook posts and users’ behavior. Using multivariate lineal re...