キクチ　リョウ   KIKUCHI, Ryo   菊池　遼 社会福祉学部 社会福祉学科 講師
発表年月日	2018/06/27
発表テーマ	Overcoming Liabilities of Newness: Use of Social Media among Newly Established Nonprofits
発表学会名	ARNOVA 2018 ARNOVA Asia Conference
主催者	ARNOVA Asia
学会区分	国際学会
発表形式	口頭（一般）
単独共同区分	共同
国名	香港
開催地名	Hong Kong (Hong Kong University)
開催期間	2018/06/27～2018/06/28
発表者・共同発表者	Kikuchi, Ryo., Okada, Aya. & Ishida, Yu.
概要	This research conducted a quantitative investigation into how the adoption and use of social media influences fundraising performance among 71 nonprofit organizations that emerged in the aftermath of the Great East Japan Earthquake. The study analyzed the differential impacts of multiple communication channels on donation amounts: Facebook engagement metrics (posts and likes), Twitter activity (tweets and retweets), and media visibility (coverage in both national and local newspapers). The regression analysis revealed that frequent tweeting on Twitter combined with user engagement signals (likes and retweets), along with coverage in national-circulation newspapers, all produced statistically significant positive effects on fundraising outcomes. However, the study found that merely increasing the volume of Facebook posts yielded limited impact on donation collection, and coverage in local newspapers contributed minimally to fundraising performance. These findings underscore that emerging nonprofits seeking to enhance fundraising capacity must develop platform-specific strategies, prioritize user engagement metrics over raw posting volume, and actively pursue national-level media exposure beyond local coverage.