Despite the increasing strategic importance of online popularity, there remain uncertainties about the direct link between nonprofits' online popularity and organizational outcomes and performance. This study examines the relationship between the number of “likes” on a nonprofit arts organization's Facebook page and its financial performance, focusing on how online popularity may reduce the information asymmetry between an organization and its stakeholders. The results show a positive correlation between the number of “likes” and nonprofits' charitable contributions and earned income while controlling for various organizational characteristics, including size. The findings also reveal that the correlation is twice as strong for earned income as for donations.

中文翻译：

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喜欢在Facebook上赞过，还是真的喜欢？：非营利组织的在线知名度和财务表现

尽管在线普及的战略重要性日益提高，但对于非营利组织的在线普及与组织成果和绩效之间的直接联系仍然存在不确定性。这项研究研究了非营利性艺术组织的Facebook页面上“点赞”数量与其财务业绩之间的关系，重点研究了在线受欢迎程度如何减少组织及其利益相关者之间的信息不对称性。结果显示，“喜好”数量与非营利组织的慈善捐款和收入之间存在正相关关系，同时控制着各种组织特征，包括规模。研究结果还表明，收入的相关性是捐赠的两倍。