أثر استخدام موقع التواصل الاجتماعي الفيس بوك على التمويل الجماعي في المؤسسات غير الربحية في الاردن The Impact of Using Social Media Website (Facebook) on Crowdfunding for Non-profit Organizations in Jordan

العجلوني, الامين (2017) أثر استخدام موقع التواصل الاجتماعي الفيس بوك على التمويل الجماعي في المؤسسات غير الربحية في الاردن The Impact of Using Social Media Website (Facebook) on Crowdfunding for Non-profit Organizations in Jordan. Masters thesis, جامعة الشرق الاوسط.

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Abstract

This study aimed at investigating the impact of using the social media website (Facebook)on crowdfunding for non-profit organizations in Jordan.In order to achieve the objectives of this study;the researcher built the study model based on previous studies.Then prepared a questionnaire as the population of the study included a group of project managers,financial and information systems managers who work at non-profit organizations in Jordan.338 questionaires were distributed , the response rate was 90.8% and 307 questionaires were valid.The ratio of project managers was (53.7%) while the ratio of financial managers was (24.1%),and the ratio of information systems managers was (11.4%) while others ratio was (10.7%). (307)questionnaires were distributed among the managers.The results of this study confirmed a positive effect for using facebook on crowdfunding in non-profit organizations.The effect as shown in the study model revelaed that post design has the highes effect then followed by the post text and post creation time on crowdfunding for non-profit organizations in Jordan. The study recommends that non-profit organizations should invest money on display systems inorder to ensure the continuous positive results on س social media platforms.This study also recommends non-profit organizations to give prioirity to posts that carry it’s mission and present it in an attractive and more convicing ways without using many distracting effects.It also recommends to design and create new strategies to employ social media successfully in communication with the funding crowd and crowd funding campagins to turn supporters into future donors. Key Words : Social Media,Facebook,Crowd Funding,Display System,NonProfit Organizations,Fundraising.

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