| The volatile state of the global economy and resulting governmental cutbacks have brought new challenges and opportunities for social enterprises worldwide. In order to acquire sufficient resources to fulfill their organizational missions, social enterprises need to maintain competitive social media marketing (SMM) strategies. This research study utilizes a mixed methods approach to examine the nature of social media, the factors influencing the use of crowdfunding as a fundraising tool, and the message characteristics of social media posts among social enterprises in California. By identifying the SMM tactics that foster open interaction and stimulate charitable giving, this study can help marketing decision-makers know where to focus their resources and how to form effective behavioral interventions that can lead to increased donations.;The findings of this research study indicate that while social media is seen as a valuable tool for building awareness and expanding social networks, it is not an effective fundraising tool as of yet. The perceived ineffectiveness of SMM and crowdfunding could be due to the neglect of conversational, two-way communication in the social enterprises' social media campaigns. By utilizing multiple social media platforms in conjunction with traditional marketing techniques, including a variety of stakeholders in the social media conversation, and facilitating interactive discussions of topics relevant to the social media audience, social enterprises might be able to conduct more successful crowdfunding and SMM campaigns in the future. |
