Изграждане на дигитални общности, ангажирани със социални каузи: изследване на българската практика
Building Digital Communities Engaged with Social Causes: a Study of Bulgarian Practice

Author(s): Pavleta Vankova
Subject(s): Sociology, Social development, Social Informatics
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: community building; social causes; Bulgaria; social media; empirical research
Summary/Abstract: The report explores the building and development of digital communities engaged in social causes in the Bulgarian context. The analysis is based on three case studies: the Facebook group “Project #ZADOBROTO” (civic initiative), the Facebook page “Fund #forChildrenofHeroes” (NGO/charity model), and the corporate CSR initiative “Donate for Children, A1 Will Double” (A1 and Foundation “For Good”). A mixed research method with triangulation is applied: an online survey (n=312), in-depth interviews (n=15), and content analysis of more than 1,000 publications from the period 2022–2024. The results outline: the leading role of Facebook as a platform for organizing causes; the dependence between management practices (moderation, rules, content calendar) and community sustainability; the importance of transparency and accountability for trust and conversions to real actions (donations, participation in campaigns). Empirical indicators of engagement are presented, as well as practical guidelines for building a community: defining a “core” of active participants, using visual content and stories, partnerships for resource sustainability. The report concludes with recommendations for NGOs and business organizations to create sustainable digital communities with measurable social impact.

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