Facebook Integration and Its Measurement of Success for Fundraising Activities by Private International Universities in Thailand
Main Article Content
Abstract
Social media continues to grow, and many universities use it for communication. Facebook is integrated into more recruitment and fundraising campaigns. Private international universities occupy a unique niche within Thailand. While Thailand is active online, it was unknown if Facebook was being used by universities for fundraising. This study used two approaches consisting of quantitative and qualitative research design. Detailed Facebook data were collected from 12 institutions. Questionnaires administered via interview of marketing and advancement staff were conducted with selected universities. One research purpose was to determine the relationship between types of university Facebook posts and users’ responses. The second purpose was to determine if there was any relationship between Facebook posts and funds raised as a measurement of success. Data was analyzed using Pearson’s correlation, Chi-square, Analysis of Variance (ANOVA), and Fisher’s exact. Four statistically significant relationships were discovered between university Facebook post categories and users’ responsiveness. Although no association was found between frequency of Facebook posting and success measurement, some universities shared success stories. It was concluded that private international universities in Thailand were still developing strategies for Facebook fundraising integration. Further research was recommended in this area to understand why some institutions were more successful than others.
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Research Articles
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Condon, T. J. (2013). Social Media Usage among Andrews University Alumni and Their Preferences for Alumni Communication. Andrews University. Retrieved April 16, 2016, from http://www.academia.edu/ 21785750/SOCIAL_MEDIA_USAGE_AMONG_ANDREWS_UNIVERSITY_ALUMNI_AND_THEIR_PREFE RENCES_FOR_ALUMNI_COMMUNICATION.
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Dhammananda, K. S. (2002). What Buddhists Believe: Expanded. (4th edition). Kuala Lumpur: Buddhist Missionary Society Malaysia.
Emerging Markets More Likely to Donate to Charity, While Developed Countries Give Bigger Amounts (2015, July). Retrieved Aug. 20, 2016, from http://newsroom.mastercard.com/asia-pacific/pressreleases/ emerging-markets-more-likely-to-donate-to-charity-while-developed-countries-givebigger-amounts/.
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Hajewski, D. (2010). Kohl's Contest Raises Questions. Journal Sentinel. Retrieved April 19, 2016, from http://www.jsonline.com/business/106491618.html.
Kanchanachitra, M. (2014). The Giving Behavior of Households in Thailand. Journal of Population and Social Studies, Mahidol University. 22(1). Retrieved Aug. 20, 2016, from http://www.jpss.mahidol.ac.th/PDF/JPSS-Vol22(1)-Manasigan%20Household%20Giving-Final.pdf.
Keawsuk, W. (2014). Communication on Social Network: Case Study “Homeless Dog Foundation 2014”. (Master of Arts and Sciences). Bangkok: Bangkok University. Retrieved June 20, 2016, from http://dspace.bu.ac.th/ bitstream/123456789/1194/1/wanisa_keaw.pdf.
Kemp, S. (2015). Digital landscape of Southeast Asia in Q4, 2015. Tech in Asia. Retrieved from https:// www.techinasia.com/talk/digital-southeast-asia-q4-2015.
Kent, M. L., & Taylor, M. (1998). Building Dialogic Relationships through the World Wide Web. Public Relations Review, 4 (3). 321-334.
Leedy, P.D., & Ormrod, J.E. (2005). Practical research, planning and design. (8th ed). Upper Saddle River, NJ: Pearson Education.
Nsubuga, J. (2016). Injured British Girl ‘out of Immediate Danger’ After Facebook Blood Donor Appeal. MetroUK News. Retrieved Aug. 21, 2016, from http://metro.co.uk/2016/01/11/injured-britishgirl-out-of-immediate-danger-after-facebook-blood-donor-appeal-5616395/#ixzz4Eqro5vWd.
Office of Higher Education Commission in Thailand. (2016). Retrieved Feb. 13, 2016, from http://www.mua.go.th/.
Reynolds, C. (2011). Friends Who Give: Relationship-Building and Other Uses of Social Networking Tools by Nonprofit Organizations. The Elon Journal of Undergraduate Research in Communications. 2(2).
Schivinski, B., & Dąbrowski, D. (2013). The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention through Facebook. (Faculty of Management and Economics). Gdańsk, Poland: Gdansk University of Technology.
Sherman, A. R. (2011). The Art of Social Giving: The Role of Online Fundraising & Community Engagement in Local Arts Organizations. USA: University of Oregon. Retrieved Oct. 4, 2015, from https://scholarsbank. uoregon.edu/ xmlui/handle/1794/11198.
Slover-Linett, C., & Stoner, M. (2010). Succeeding with Social Media: Lessons from the First Survey of Social Media in Advancement. USA: Council for Advancement and Support of Education (CASE).
Slover-Linett, C., & Stoner, M. (2011). Findings from 2011 CASE/mStoner/Slover Linett Survey of Social Media & Advancement. USA: Council for Advancement and Support of Education (CASE).
Slover-Linett, C., & Stoner, M. (2012). #SocialMedia and Advancement: Insights from Three Years of Data. USA: Council for Advancement and Support of Education (CASE).
Slover-Linett, C., & Stoner, M. (2013). #SocialMedia, Advancement, and Fundraising in Education. Council for Advancement and Support of Education (CASE). CASE White Paper, Retrieved Nov. 23, 2014, from https:// www.case.org/Documents/WhitePapers/CASE-Huron-mStoner-SM2013-WhitePaper.pdf.
Slover-Linett, C., & Stoner, M. (2015). Best Practices in Social Media: Summary of Findings from the Sixth Annual Comprehensive Study of Social Media Use by Schools, Colleges and Universities. USA: Council for Advancement and Support of Education (CASE). Retrieved Aug. 3, 2015, from http://www.case.org/Documents/AboutCASE/ Newsroom/CASE_Social_Media_Survey_Topline_Report_April_28_2015.pdf.
Somboon, N. P. (2010). Using Social Network for Learning and Teaching of Computer for Tourism Industry, St. John’s University, Thailand. Retrieved from http://www.stjohn.ac.th/sju/research/pdf/วิจัยในชั้นเรียน-วิจยัสถาบนั2553/16.การ ใช้%20Social%20Network%20เพื่อการสอนฯ-ประกิจ%20ณ%20สมบูรณ์.pdf.
Statista. (2015). Number of monthly active Facebook users worldwide as of 4th quarter 2016 (in millions). Retrieved Nov. 12, 2015, from http://www.statista.com/statistics/264810/number-of-monthlyactivefacebook- users- worldwide/.
ThaiGiving. (n.d.). Retrieved Aug. 201, 2016, from http://thaigiving.org/en/product.
Thai Ministry of Education via World Education News & Reviews. (2014, March). Education in Thailand. Retrieved Nov. 12, 2015, from http://wenr.wes.org/2014/03/education-in-thailand.
Thepkhamram, P. (2014). Thai Health News. Retrieved Aug. 20, 2016, from http://www.thaihealth.or.th/ partnership/Content/26175-ปลุกกระแสสงัคมออนไลน์%20%60บริจาคเลือด%60.html.
Trisittiwat, N. (2014). Application of Social Network and Social Media for Education. เทคโนโลยีการศึกษา. เทคโนโลยีการศึกษา Educational Technology Journal. Retrieved from http://edutech14.blogspot.com/2014/05/social-network-social-media.html.
Trochim, W. (2006). Descriptive Statistics. In Research Methods Knowledge Base (Analysis: Descriptive Statistics). Retrieved Feb. 2, 2016, from http://www.socialresearchmethods.net/kb/statdesc.php.
Vichienwanitchkul, M. (2015). Online Marketing Thailand: The State of Social Media. Syndacast.com. Retrieved Nov. 12, 2015, from http://syndacast.com/infographic-online-marketing-thailand-the-state-of-socialmedia/.