Scholarly literature has so far focused on antecedents and consequences of trust and loyalty in virtual communities, without, however, looking at the processes and challenges within organizations in coming up with a concept for online fundraising and deciding how the organization is to be presented online in order to facilitate trust. The predominant academic perspective so far implicitly assumed already existent and functioning virtual communities and fails to account for the processual nature of these issues as well as the influential role of technological design decisions. This thesis aims to fill this gap and to de-mystify the process of “going online”. Findings are induced from and exemplified by an in-depth case study on an online fundraising project with Bookbridge, a Social Business that fosters education in Mongolia. In this project, the author of this thesis assisted Bookbridge with the conceptualization and implementation of an online fundraising strategy, allowing him to “be there” and observe the field throughout the whole process.
|Educations||MSc in Business Administration and Information Systems, (Graduate Programme) Final Thesis|
|Number of pages||126|