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Water 2019, 11(4), 775; https://doi.org/10.3390/w11040775

Unpacking the Drivers of Stakeholder Engagement in Sustainable Water Management: NGOs and the Use of Facebook

Mediterranean Research Center of Economy and Sustainable Development (CIMEDES), Department of Economics and Business, University of Almería, Ctra. Sacramento s/n, La Cañada de San Urbano, 04120 Almería, Spain
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Received: 6 March 2019 / Revised: 1 April 2019 / Accepted: 10 April 2019 / Published: 15 April 2019
(This article belongs to the Section Water Resources Management and Governance)
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Abstract

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 regression, our findings show that certain structural (namely, size, reputation and board size), economic (fundraising expenses) and social media (number of Facebook fans) characteristics positively influence stakeholder engagement, while administrative spending and a broad presence in many social networks straitens the ability of these type of NGOs to attract and retain stakeholders’ commitment through social media. View Full-Text
Keywords: water; non-governmental organizations; management; social media; Facebook; engagement water; non-governmental organizations; management; social media; Facebook; engagement
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).
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Alonso-Cañadas, J.; Galán-Valdivieso, F.; Saraite-Sariene, L.; Caba-Perez, M.C. Unpacking the Drivers of Stakeholder Engagement in Sustainable Water Management: NGOs and the Use of Facebook. Water 2019, 11, 775.

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