Article
Content is key to non‑proft digital media strategy
Author/s | Sánchez Torné, Isadora
Caro González, Francisco Javier Pérez Suárez, Macarena |
Department | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) Universidad de Sevilla. Departamento de Economía Aplicada III |
Publication Date | 2023 |
Deposit Date | 2024-01-03 |
Published in |
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Abstract | This research aims to determine the type of content ofered by non-proft digital media, determining whether this content is diferent and characteristic. For this purpose, a binomial logistic regression analysis was carried ... This research aims to determine the type of content ofered by non-proft digital media, determining whether this content is diferent and characteristic. For this purpose, a binomial logistic regression analysis was carried out on a sample of digital medias included in the Latin American SembraMedia directory (509 media: 70% for-proft and 30% non-proft). This data from SembraMedia’s digital media list showed that non-proft media is having a social impact. As such, it was relevant to address non-proft media as an organisational model compared to for-proft media. Variables such as journalistic genre, the techniques used the origin of the content, and the coverage or type of content were considered. The main conclusion is that non-proft digital media show signifcant diferences in their contents when compared to for-proft ones. These diferences are found in the content (environment) and in the journalistic techniques used (data journalism). |
Citation | Sánchez Torné, I., Caro González, F.J. y Pérez Suárez, M. (2023). Content is key to non‑proft digital media strategy. International Review on Public and Nonprofit Marketing, 20 (4), 927-945. https://doi.org/10.1007/s12208-022-00358-y. |
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