Nonprofit scholars have long considered stakeholder targeting communication (STC), an important mechanism of organizational accountability to meet stakeholders’ diverse interests and needs. However, research has yet to systematically examine the antecedents and outcomes of organizations’ STC to advance a more comprehensive understanding of how organizations manage accountability demands in the digital era. To address this gap, this study proposes a conceptual framework to explain how organizations’ STC on social media (SM) is shaped by STC via non-SM channels and their external communication capacity and the resulting STC outcomes in the SM domain. Survey data from 156 humanitarian relief and development organizations on four continents showed that using non-SM channels to engage various groups of stakeholders helped build organizations’ external communication capacity, which in turn helped improve their engagement in STC on SM. STC on SM further contributed to organizations’ success in information dissemination, community building, and action mobilization outcomes on SM.

中文翻译：

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人道主义救济和发展组织的利益相关者针对社交媒体及其他方面的沟通

非营利学者长期以来一直认为利益相关者目标沟通（STC）是满足利益相关者多样化利益和需求的组织问责制的重要机制。然而，研究尚未系统地检查组织 STC 的前因和结果，以更全面地了解组织如何管理数字时代的问责制需求。为了解决这一差距，本研究提出了一个概念框架，以解释组织在社交媒体 (SM) 上的 STC 如何通过非 SM 渠道和它们的外部沟通能力以及由此产生的 STC 在 SM 领域中的 STC 结果来塑造。来自四大洲 156 家人道主义救援和发展组织的调查数据表明，使用非 SM 渠道吸引各种利益相关者群体有助于建立组织的外部沟通能力，这反过来又有助于提高他们在 SM 上的 STC 参与度。SM 上的 STC 进一步促进了组织在 SM 上的信息传播、社区建设和行动动员成果方面的成功。