Health nonprofit organizations use of social media communication and marketing during COVID-19: A qualitative Technology Acceptance Model viewpoint

In the aftermath of COVID-19, this study explores the complexities surrounding the adoption and efficacy of social media as a communication and marketing tactic among South African health nonprofit organizations. The qualitative results of the thirteen in-depth interviews were examined under the lens of the Technology Acceptance Model. The findings suggest that COVID-19 served as a catalyst for the intensified use of social media to increase donations, visual presence, membership, awareness, and the quality of event and service content. Key challenges include gaps in social media communication and marketing technical skills, a lack of finance, deficits in leadership skills, and capacity limitations. The study highlights the interplay between social media communication and marketing and the long-term viability of health nonprofit organizations that have come to the fore due to the pandemic's economic ramifications. The study offers original theoretical and practical insights that can inform future strategy development for enhancing nonprofit organizational resilience in an increasingly competitive and resource-scarce environment.