Purpose

The role of female managers has been of increasing interest among scholars in recent years, especially regarding sustainability issues. The same could be said about the usefulness of social media in non-governmental organizations (NGOs) in demonstrating accountability to their stakeholders and attracting and keeping donors and volunteers. This paper aims to meet both research interests by analyzing to what extent women in top positions can foster stakeholders' engagement via social media.

Design/methodology/approach

Online engagement can be proxied using data from social media to develop a measure that summarizes the main actions social media users are able to use in order to show their reactions to social media publications. Facebook data were obtained using proprietary software (Facebook data model) developed by the research team to carry out data massive extraction, processing and exploration.

Findings

The results of the multivariate analysis show that female leadership in both top and environmental-specific positions enhance social media engagement, while a higher percentage of women on the board of directors exert the opposite effect.

Research limitations/implications

This study is not without limitations. First, this research is focused on a specific type of non-governmental organization (environmental NGO). Second, this study does not include economic variables such as donation income or expense structure. Third, data come only from Facebook as the leading social network.

Originality/value

This paper advances in the scarce knowledge about the role of women and the levels of online engagement (interactive conversations) in NGOs focused on sustainability.

中文翻译：

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女性领导在环境非政府组织在线问责中的作用

目的

近年来，女性管理者的角色越来越受到学者们的关注，尤其是在可持续性问题上。非政府组织 (NGO) 中的社交媒体在向利益相关者展示问责制以及吸引和留住捐助者和志愿者方面的作用也是如此。本文旨在通过分析担任高级职位的女性在多大程度上可以通过社交媒体促进利益相关者的参与，从而满足这两个研究兴趣。

设计/方法/方法

在线参与可以使用来自社交媒体的数据进行代理，以开发一种衡量社交媒体用户能够使用的主要行动的衡量标准，以显示他们对社交媒体出版物的反应。Facebook数据是使用研究团队开发的专有软件（Facebook数据模型）获得的，对数据进行海量提取、处理和探索。

发现

多变量分析的结果表明，担任高层和环境特定职位的女性领导力提高了社交媒体的参与度，而董事会中较高比例的女性则产生了相反的效果。

研究限制/影响

这项研究并非没有局限性。首先，本研究侧重于特定类型的非政府组织（环境非政府组织）。其次，本研究不包括捐赠收入或支出结构等经济变量。第三，数据仅来自领先的社交网络 Facebook。

原创性/价值

本文在关注可持续发展的非政府组织中关于女性角色和在线参与（互动对话）水平的稀缺知识方面取得了进展。