The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case Study

Detalhes bibliográficos
Autor(a) principal: Bastos, Anita Pinho Nogueira
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.26/47268
Resumo: This internship report has as main objective the impact of the Reddit platform for fundraising related to the war in Ukraine. This theme was chosen considering the volunteer work that the student has been carrying out since March 2022 and the importance that donations have for the safety and survival of the Ukrainian people. This study focuses on analyzing how content marketing used in a war context can contribute to fundraising on the social network Reddit. This investigation was conducted in a mixed format – quantitative and qualitative analysis, through content analysis of published posts and a questionnaire. The results of the latter were analyzed using SPSS software (Statistical Package for the Social Sciences). The results of this investigation confirm that the Reddit platform is a fundamental tool for fundraising, as well as that the use of images of real families helped by the organization in question positively influence the intention to donate.
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spelling The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case StudyContent MarketingFundraisingMarketing de conteúdoAngariação de fundosDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis internship report has as main objective the impact of the Reddit platform for fundraising related to the war in Ukraine. This theme was chosen considering the volunteer work that the student has been carrying out since March 2022 and the importance that donations have for the safety and survival of the Ukrainian people. This study focuses on analyzing how content marketing used in a war context can contribute to fundraising on the social network Reddit. This investigation was conducted in a mixed format – quantitative and qualitative analysis, through content analysis of published posts and a questionnaire. The results of the latter were analyzed using SPSS software (Statistical Package for the Social Sciences). The results of this investigation confirm that the Reddit platform is a fundamental tool for fundraising, as well as that the use of images of real families helped by the organization in question positively influence the intention to donate.O presente relatório de estágio tem como objetivo principal o impacto da plataforma Reddit para a angariação de fundos relacionada com a guerra na Ucrânia. Este tema foi escolhido tendo em consideração o trabalho de voluntariado que a discente tem exercido desde março de 2022 e a importância que os donativos têm para a segurança e sobrevivência do povo ucraniano. Este estudo foca-se em analisar de que modo é que o marketing de conteúdo utilizado em contexto de guerra pode contribuir para a angariação de fundos na rede social Reddit. Esta investigação foi conduzida em formato misto – análise quantitativa e qualitativa, através da análise de conteúdo de posts publicados e de um questionário. Os resultados do último foram analisados através do software SPSS (Statistical Package for the Social Sciences). Os resultados desta investigação confirmam que a plataforma Reddit é um instrumento fundamental para a angariação de fundos, assim como que o uso de imagens de famílias reais ajudadas pela organização em questão influenciam positivamente a intenção de doar.Rosinha, AntónioRepositório ComumBastos, Anita Pinho Nogueira2023-10-16T14:42:08Z2023-06-262023-06-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.26/47268TID:203367189porinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-10-19T15:45:20Zoai:comum.rcaap.pt:10400.26/47268Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:36:15.626804Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case Study
title The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case Study
spellingShingle The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case Study
Bastos, Anita Pinho Nogueira
Content Marketing
Fundraising
Marketing de conteúdo
Angariação de fundos
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case Study
title_full The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case Study
title_fullStr The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case Study
title_full_unstemmed The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case Study
title_sort The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case Study
author Bastos, Anita Pinho Nogueira
author_facet Bastos, Anita Pinho Nogueira
author_role author
dc.contributor.none.fl_str_mv Rosinha, António
Repositório Comum
dc.contributor.author.fl_str_mv Bastos, Anita Pinho Nogueira
dc.subject.por.fl_str_mv Content Marketing
Fundraising
Marketing de conteúdo
Angariação de fundos
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Content Marketing
Fundraising
Marketing de conteúdo
Angariação de fundos
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This internship report has as main objective the impact of the Reddit platform for fundraising related to the war in Ukraine. This theme was chosen considering the volunteer work that the student has been carrying out since March 2022 and the importance that donations have for the safety and survival of the Ukrainian people. This study focuses on analyzing how content marketing used in a war context can contribute to fundraising on the social network Reddit. This investigation was conducted in a mixed format – quantitative and qualitative analysis, through content analysis of published posts and a questionnaire. The results of the latter were analyzed using SPSS software (Statistical Package for the Social Sciences). The results of this investigation confirm that the Reddit platform is a fundamental tool for fundraising, as well as that the use of images of real families helped by the organization in question positively influence the intention to donate.
publishDate 2023
dc.date.none.fl_str_mv 2023-10-16T14:42:08Z
2023-06-26
2023-06-26T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.26/47268
TID:203367189
url http://hdl.handle.net/10400.26/47268
identifier_str_mv TID:203367189
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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