Methodological Appendix to Chapter 4

Chapters in this book

1. Frontmatter i
2. Contents v
3. Acknowledgments vii
4. Chapter 1: Social Media and Nonprofit Advocacy: The Beginning of a New Paradigm 1
5. Chapter 2: The Context of Social Media Advocacy 26
6. Chapter 3: Getting Attention: An Organizational-Level Analysis 57
7. Chapter 4: Building an Explanatory Model at the Message Level 82
8. Chapter 5: Beyond Clicktivism: From Attention to Impact 118
9. Chapter 6: The Future of Nonprofit Advocacy in a Data-Driven World 154
10. Methodological Appendix to Chapter 4 175
11. Notes 207
12. References 213
13. Index 235