Using video to build an organization's identity and brand: A content analysis of nonprofit organizations' youtube videos

Journal of Nonprofit and Public Sector Marketing

Volumn 23, Issue 3, 2011, Pages 248-268

  Waters, Richard D ^a   Jones, Paul M ^b  

^a UNIVERSITY OF SAN FRANCISCO   (United States)

^b North Carolina Department of Agriculture and Consumer Services   (United States)

Author keywords

Branding; Organizational communications; Organizational identity; Public relations; Social media; Youtube

Indexed keywords

EID: 80052173211     PISSN: 10495142     EISSN: 15406997     Source Type: Journal    
DOI: 10.1080/10495142.2011.594779     Document Type: Article

References (64)

1. Abroms, L. C., Schiavo, R., & Lefebvre, R. C. (2008). New media cases in Cases in Public Health Communication & Marketing: The promises and potential. Cases in Public Health Communication & Marketing, 2, 3-10.
2. Albert, S., & Whetten, D. (1985). Organizational identity. In L. L. Cummings & B. M. Staw (Eds.), Research in organizational behavior (Vol. 7, pp. 263-295). Greenwich, CT: JAI.
3. Alessandri, S. W. (2001). Modeling corporate identity: A concept explication and theoretical explanation. Corporate Communications: An International Journal, 12(4), 173-182.
4. Alexander, B., & Levine, A. (2008). Web 2.0 storytelling: Emergence of a new genre. EDUCAUSE Review, 43(6), 40-56.
5. Allison, M. J., & Kaye, J. (2005). Strategic planning for nonprofit organizations: A practical guide and workbook. Hoboken, NJ: John Wiley & Sons.
6. Aust, P. J. (2000). Communicated values as indicators of organizational identity: An examination of the United Church of God, an international association's first five years. Unpublished doctoral dissertation. University of Oklahoma, Norman.
7. Aust, P. J. (2004). Communicated values as indicators of organizational identity: A method for organizational assessment and its application in a case study. Communication Studies, 55, 515-534.
8. Balmer, J. M. T. (2002). Of identities lost and found. International Studies of Management and Organization, 32(3), 10-27.
9. Berkowitz, E. N. (2008). The evolution of public relations and the use of the Internet: The implications for healthcare organizations. Health Marketing Quarterly, 24(3/4), 117-130.
10. Bernthal, M. J., Rose, R. L., & Kaufman, P. (2006). When norms collide: Normative conflict in the processing of public service announcements. Journal of Nonprofit & Public Sector Marketing, 16(1/2), 21-39.
11. Bostdorff, D. M., & Vibbert, S. L. (1994). Values advocacy: Enhancing organizational images, deflecting public criticism, and grounding future arguments. Public Relations Review, 20, 141-158.
12. Boyle, M., & Parry, K. (2007). Telling the whole story: The case for organizational autoethnography. Culture and Organization, 13, 185-190.
13. Brickson, S. L. (2005). Organizational identity orientation: Forging a link between organizational identity and organizations' relations with stakeholders. Administrative Science Quarterly, 50, 576-609.
14. Brown, J. S. (2005). Storytelling in organizations: Why storytelling is transforming 21st century organizations and management. Burlington, MA: Elsevier.
15. Budden, C. B., Anthony, J. F., Budden, M. C., & Jones, M. A. (2007). Managing the evolution of a revolution: Marketing implications of Internet media usage among college students. College Teaching Methods & Styles Journal, 3(3), 5-10.
16. Carlson, J., Heeschen, E., & Fatzinger-McShane, P. (2008). Communicating to generation Y: Dietetic interns dissect YouTube videos to define what is necessary to use it as a communication medium. Journal of the American Dietetic Association, 108(9), A17.
17. Cirillo, A., Cowart, J., Kaegi, J., Taylor, G., & McPherson, B. (2008). Advertising by nonprofit health care organizations. Inquiry, 45, 256-262.
18. Cliffe, S. J., & Motion, J. (2005). Building contemporary brands: A sponsorship-based strategy. Journal of Business Research, 58, 1068-1077.
19. Coupland, C., & Brown, A. D. (2004). Constructing organizational identities on the Web: A case study of Royal Dutch/Shell. Journal of Management Studies, 41, 1325-1347.
20. Courtright, J. L., & Smudde, P. M. (2009). Leveraging organizational innovation for strategic reputation management. Corporate Reputation Review, 12, 245-269.
21. Diamond, M. A. (1988). Organizational identity: A psychoanalytic exploration of organizational meaning. Administration & Society, 20, 166-190.
22. Durham, S. (2009). Brandraising: How nonprofits raise viability and money through smart communications. San Francisco, CA: Jossey-Bass.
23. Ettema, J. S. (2009). New media and new mechanisms of public accountability. Journalism, 10, 319-321.
24. Ferguson, R. (2008). Word of mouth and viral marketing: Taking the temperature of the hottest trends in marketing. Journal of Consumer Marketing, 25, 179-182.
25. Finne, A., & Grönroos, C. (2009). Rethinking marketing communications: From integrated marketing communication to relationship communication. Journal of Marketing Communications, 15, 179-195.
26. Flanagin, A. J., & Metzger, M. J. (2001). Internet use in the contemporary media environment. Human Communication Research, 27(1), 153-181.
27. Garver, M. S., Divine, R. L., & Spralls, S. A. (2009). Segmentation analysis of volunteering preferences of university students. Journal of Nonprofit & Public Sector Marketing, 21(1), 1-23.
28. Goodman, S. (2003). Teaching youth media: A critical guide to literacy, video production, and social change. New York, NY: Teachers College Press.
29. Greene, E., Whittle, J., Griffin, A., Wood, C., Anderson, K., & Williams, C. (2009). Using Web 2.0 technology (YouTube) to reach extension clientele. Journal of Equine Veterinary Science, 29, 439-440.
30. Hall, J. A., & Schmid Mast, M. (2007). Sources of accuracy in the empathic accuracy paradigm. Emotion, 7, 438-446.
31. Hamilton, C. (2011). Communicating for results: A guide for business and the professions. Boston, MA: Wadsworth.
32. Hatch, M. J., & Schultz, M. (1997). Relations between organizational culture, identity and image. European Journal of Marketing, 31, 356-365.
33. Henley, T. K. (2001). Integrated marketing communications for local nonprofit organizations: Communication tools and methods. Journal of Nonprofit & Public Sector Marketing, 9, 157-168.
34. Hirsch, K., & Nisbet, M. (2007, March). Documentaries on a mission: How nonprofits are making movies for public engagement. Retrieved from http://aladinrc.wrlc. org/dspace/bitstream/1961/4634/1/docs_on_a_mission.pdf
35. Hogg, M. A., & Terry, D. J. (2001). The dynamic, diverse, and variable faces of organizational identity. Academy of Management Review, 25(1), 150-152.
36. Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of cosumer responses to advertising. Journal of Consumer Research, 14, 404-420.
37. Hon, L. C., & Grunig, J. E. (1999). Guidelines for measuring relationships in public relations. Gainesville, FL: Institute for Public Relations.
38. Howard, C. M., & Mathews, W. K. (2006). On deadline: Managing media relations. Prospect Heights, IL: Waveland Press.
39. Jarboe, G. (2009). YouTube and video marketing: An hour a day. Indianapolis, IN: Wiley Publishing.
40. Kardas, P. (1993). Cheap shots: Video production for nonprofits. Lanham, MD: Scarecrow Press.
41. Kenneway, M. (2007). Marketing the library: Using technology to increase visability, impact and reader engagement. Serials: The Journal for the Serials Community, 20(2), 92-97.
42. Kinsman, M. (2009). Associations experiment with social media. Audience Development, 24(1), 14.
43. KRC Research. (2009). Weber Shandwick social impact survey finds 88% of nonprofits experimenting with social media while struggling to demonstrateits value to their organizations. Retrieved from http://www.krcresearch.com/news_socialImpact.html
44. Landen, H. (2005). Marketing with digital video: How to create a winning video for your small business or non-profit. Cork, Ireland: Oak Tree Press.
45. Leppäniemi, M., Karjaluoto, H., Lehto, H., & Goman, A. (2010). Targeting young voters in a political campaign: Empirical insights into an interactive digital marketing campaign in the 2007 Finnish general election. Journal of Nonprofit & Public Sector Marketing, 22(1), 14-37.
46. Liedtka, J. (2001). The promise and peril of video cases: Reflections on their creation and use. Journal of Management Education, 25, 409-424.
47. Lunsford, A. A. (2006). Writing, technologies, and the fifth canon. Computers and Composition, 23, 169-177.
48. Mehrabian, A., & de Wetter, R. (1987). Experimental test of an emotion-based approach to fitting brand names to products. Journal of Applied Psychology, 72(1), 125-130.
49. Mehrabian, A., & Reed, H. (1968). Some determinants of communication accuracy. Psychological Bulletin, 70, 365-381.
50. Meijs, M. (2002). The myth of manageability of corporate identity. Corporate Reputation Review, 5(1), 20-34.
51. Morsing, M. (1999). The media boomerang: The media's role in changing identity by changing image. Corporate Reputation Review, 2, 116-135.
52. Pink, S. (2001). More visualizing, more methodologies: On video, reflexivity, and qualitative research. The Sociological Review, 49, 586-599.
53. Pratt, J. A., Yakabov, R., Glinski, R., & Hauser, K. (2009). Non-profit organization Websites and fundraising. International Journal of Management and Enterprise Development, 6(1), 55-79.
54. Purcell, K. (2010). The state of online video. Pew Internet & American Life Project. Retrieved from http://pewinternet.org/Reports/2010/State-of-Online-Video.aspx
55. Rindell, A., & Strandvik, T. (2010). Corporate brand evolution: Corporate brand images evolving in consumers' everyday life. European Business Review, 22, 276-286.
56. Rosson, P., & Brooks, M. R. (2004). M&As and corporate visual identity: An exploratory study. Corporate Reputation Review, 7, 181-194.
57. Rowden, M. (2004). Identity: Transforming performance through integrated identity management. Hampshire, England: Gower Publishing.
58. Sha, B. L. (2009). Exploring the connection between organizational identity and public relations behaviors: How symmetry trumps conservation in engendering organizational identification. Journal of Public Relations Research, 21, 295-317.
59. Shiau, H.-C. (2011). Engaging publics via documentaries: A typological study of advocacy functions among Taiwanese NPOs' productions. Public Relations Review, 37, 181-183.
60. Solis, B., & Breakenridge, D. (2009). Putting the public back in public relations. Upper Saddle River, NJ: Pearson Education.
61. Whetten, D. A., & Mackey, A. (2002). A social actor conception of organizational identity and its implication for the study of organizational reputation. Business & Society, 41, 393-414.
62. Vance, K., Howe, W. (2009)Social Internet sites as a source of public health information. Dermatologic Clinics, 27, 133-136.
63. Waters, R. D., & Tindall, N. T. J. (2011). Exploring the impact of American news coverage on crisis fundraising: Using media theory to explicate a new model of fundraising communication. Journal of Nonprofit & Public Sector Marketing, 23(1), 20-40.
64. Young, D. R. (2001). Organizational identity in nonprofit organizations: Strategic and structural implications. Nonprofit Management & Leadership, 12, 139-157.