Soboleva, Alena; Burton, Suzan; Daellenbach, Kate; … - In: Journal of Consumer Marketing 34 (2017) 6, pp. 515-523
Purpose Twitter provides an ideal channel for a non-profit organisation (NPO) to add value to its corporate partners by providing the ability to send tweets to its own network of followers. This research aims to examine the extent to which one NPO used Twitter for this purpose and discuss the...
