Purpose of the Study and Research Objectives
In order to answer the research question, a number of different aspects of the SN market need to be researched. Therefore, the objectives of the study are as follows:
• To put SN’s into context by identifying and defining different categories of SN’s, how and why they are evolving in the way that they are and to map out the main SN market landscape today.
• To analyse and report on SN user demographics, their motivation and behaviour and at a generic level explore and determine the power and influence online SN’s can have over individuals and communities in terms of motivating them to cast opinions or to take action.
• The study will ascertain how major charities are using SN’s as part of their marketing and fundraising strategies. It will seek out evidence and evaluate what notable SN marketing initiatives have proven to be successful and unsuccessful and to what extent and make arguments as to the reasons why. The study will evaluate the predisposition of SN users to make donations or act as fundraisers and research other key macro and micro opportunities and challenges charities have been experiencing
