Social networks in the non-profit sector: Social support practices

• Márcio Oliveira ^[1] ; José Oliveira ^[2] ; Ana Pinto Borges ^[4] ; João M. Lopes ^[3]
  1. [1] Instituto Politécnico de Leiria

     Instituto Politécnico de Leiria

     Leiria, Portugal

     
  2. [2] Universidade do Minho

     Universidade do Minho

     Braga (São José de São Lázaro), Portugal

     
  3. [3] Universidade da Beira Interior

     Universidade da Beira Interior

     Covilhã (Conceição), Portugal

     
  4. [4] ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET – FCVC), Porto, Portugal

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• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 18, Nº. 4, 2021, págs. 523-552
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • This paper aims to analyze the adequacy of social support practices in the non-profit sector by users and representatives which are part of “Conselho Local de Ação Social (CLAS)” a non-profit organization located in the north of Portugal and focused on the prevention of social exclusion and poverty. A mixed methodological approach was used. A questionnaire was applied to social beneficiaries. To complement the results, interviews with the entities that constitute the executive board of CLAS were conducted. It was possible to perceive the discrepancies on the social support provided and measure the assessment given by the entity responsible for the social network. Consequently, we could conclude that the beneficiaries of the social response under research perceive a low level of social support received, as opposed to the institutions that perceive a high level of social support provided. This difference in support perception is reflected in all the dimensions analyzed. This research supports executors and decision makers responsible for the implementation of local social support policies on the alignment of beneficiaries’ expectations as well as contribute on the operation improvement of social networks. As for contributions to the practice, some practical suggestions are advised to social network operators, such as the need for more active listening with feedback for beneficiaries, as well as a set of other measures to be implemented regularly in the medium and long term. Regarding contribution to the theory, it is important to mention that the present research is innovative and original as it contributes to clarify and expand the existing literature on social networks in the tertiary sector, based on the analysis of 5 different dimensions of social support. Furthermore, the authors intend to support the welfare of users of the social network under research by increasing the performance of the social network under analysis.