Social Media, Organisation-Community Relationships and Co-creation: A Case of Nonprofit Organizations Emergent Research Forum (ERF)

Despite the strategic role of social media for nonprofit organizations (NPOs), these organisations continue to struggle for enduring and productive organization-community interactions on social media. This paper operationalizes organization-community interactions into two aspects i.e. organization-community relationships (OCR) and co-creation the associated outcome. This paper suggests that NPOs' interaction with the community on social media enable the organization and the community to jointly assess, develop and deliver social services and value through the process co-creation. Hypothetically, the paper suggests that social media affordances for NPOs, its symbolic expressions to NPOs and the organization's privacy concerns on social media influence OCR and multiple forms of co-creation that occur in a social media environment. Particularly, the type and structure of OCR are significant underlying factors that explain the relationship between social media use in a NPO and the associated forms of co-creation.