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Perceptions on Motives for Adoption and Use of Facebook for Non-Profit Organizations in Libya
Authors: Mohamed Aabeid, Che Su Mustaffa, Adrian Budiman
Number of views: 812
Due to very limited attention that has been
given to the examination of the adoption of social
media tools by non-profit organizations especially in
Libya, this paper has explored how non-profit
organizations have adopted and used Facebook to
achieve their goals. Therefore, through the
perceptions of 24 Informants, the study discovered
that environmental factors and Facebook dynamism
motivated the adoption and use of Facebook to drive
non-profit organizations. The analysis covered both
the perceptions of managers of the organizations as
well as the donors. In order to achieve clearer
understanding of these perspectives, the study
adequately supported each of the theme, sub-theme
and sub sub-theme with model generated by NVivo 10.
The findings provide more understanding for nonprofits
organizations, donors and companies serving
the non-profit sector concerning the most significant
behaviour and trends that revolve around Facebook
as part of non-profits’ organizations marketing,
communications, fundraising, and advocacy works.
Finally, it is been recommended that non-profit
organizations in Libya pay more attention to the needs
of donors in the area of multimedia benefits and
personalization of Facebook.