Powers, Elia; Yaros, Ronald A.
September 2012
Journal of Media Business Studies (Journal of Media Business Stu;Fall2012, Vol. 9 Issue 3, p41
Academic Journal
This mixed methods study investigates engagement of donors to nonprofit online news organizations. Four forms of engagement - financial, digital media, organizational and local community - are considered. Respondents said that even before donating they were engaged in a number of ways and motivated to contribute because of a news organization's quality of journalism and depth of coverage. Results suggest that after donating, most stakeholders did not report a change in behavior in the majority of the engagement categories measured, but became morine engaged in critical areas such as visiting the news outlet's web site and sharing its content with others.


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