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Is your church “liked” on Facebook? Social media use of Christian congregations in the United States
Author(s) -
Lee YoungJoo
Publication year - 2017
Publication title -
nonprofit management and leadership
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.844
H-Index - 54
eISSN - 1542-7854
pISSN - 1048-6682
DOI - 10.1002/nml.21291
Subject(s) - outreach , social media , sociology , religious organization , resource (disambiguation) , public relations , politics , service (business) , political science , business , marketing , law , computer network , computer science
Despite the increasing interests in social media platforms among religious congregations, little is known about the patterns of these organizations' social media use. This study examines religious congregations' adoption of Facebook, using the data from the 2012 National Congregations Study. The results show that Christian congregations' involvement in nonreligious activities, both social service and political activities, predicts their Facebook adoption. Congregations' membership size and staff resources are also positively associated with their Facebook use. Other organizational characteristics, including religious tradition, clergyperson's age, and urban location, also explain congregations' Facebook use. Overall, the findings suggest that Christian congregations' adoption of social media platforms is closely related with their community outreach and social marketing activities as well as their resources. This study concludes with suggestions for narrowing the gap in social media use between resource‐rich and resource‐restricted congregations, as well as between urban and rural congregations.