Thesis
Social media in marketing: impact on nonprofit choral organizations in the Delaware Valley
Master of Science (M.S.), Drexel University
2012
DOI:
https://doi.org/10.17918/etd-4358
Abstract
The following research aims to discover the impact of social media in marketing for nonprofit choral organizations within the Delaware Valley area of the United States, defined as eastern Pennsylvania, western New Jersey, and northern Delaware. In order to ascertain this impact, six organizations were interviewed. These specific organizations were chosen due to their location and because they represent a diverse variety of choral organizations. Through interviewing these organizations it was found that while there are both pros and cons to using social media in marketing for organizations, the overall impact is positive. This discovery points towards justifying that social media in marketing can have a positive impact on nonprofit performing arts organizations by acting as a multifunctional, user friendly and convenient tool, thus helping them reach a broader and more diverse audience.
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Details
- Title
- Social media in marketing
- Creators
- Gayle S. Freeman Moore - DU
- Contributors
- Ann Keith Kennedy (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vii, 64 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4358; 991014632528204721