Motives for adoption of facebook among non profit organization in Libya: A qualitative study

• Main Authors: Aabeid, Mohamed, Mustaffa, Che Su
• Format: Article
• Language: English
• Published: Taylor's University 2020
• Subjects: PL Languages and literatures of Eastern Asia, Africa, Oceania
• Online Access: http://repo.uum.edu.my/27903/1/STMCR%201%201%202020%2075%2089.pdf; http://repo.uum.edu.my/27903/; http://search.taylors.edu.my/documents/journals/SI2020-ICOME/SI2020-ICOME.pdf

Social media networking tools such as Facebook are regarded as innovative communication tools that have played a significant role in organisational settings particularly in transforming business and company values. However, very limited attention has been given to the adoption of social media tools by non-profit organisations (NPOs) especially in Libya, where it is increasingly becoming difficult for NPOs to maintain strong connections with regular and potential donors as well as volunteers. In view of this, the need to explore how NPOs have adopted and used Facebook to overcome these challenges have become important. Therefore, in-depth interviews with managers in Tripoli were carried out. The interview data were analysed thematically and the findings showed that environmental factors and Facebook dynamism had motivated the adoption and use of Facebook to drive NPOs; in addition to trust and sense of belonging they provide. The findings of this study provided more understanding for NPOs, donors and companies serving the non-profit sector in concern of significant behaviour and trends that revolve around Facebook as part of NPO’s fundraising and advocacy works. The study has significantly contributed a fresh angle on the application of social media tools by NPOs to build as well as maintain relationships with donors. Therefore, it is recommended that NPOs take advantage of the popularity and dynamism of Facebook among donors by paying more attention to the needs and concerns of donors in the area of trust and awareness.