Current Research Lab Projects
The mission of the Nonprofit and Voluntary Sector Lab is to strengthen the role of mission driven organizations in society. We apply qualitative methodologies to assess crises facing the sector and to make sense of societal perceptions of voluntary action.
Centralizing Black Students' Voices During COVID-19 and BLM at the University of Florida
Research Assistants: Gabriella Alexis, Lead Research Assistant; Chandler LeBlanc, Research Coordinator; Alina McCloud, Research Assistant; Terrence Vialva, Research Assistant; Kenya Byrd, Research Assistant (FAMU)
Research Faculty: Kimberly Wiley, PI; Jeneé Duncan, Co-PI; Michelle Abraczinskas, Co-PI
Research Consultant: Zoe Flowers
Funded by: UF Research Advancing Racial Justice Research Grant
Nonprofits Engaging on TikTok
Our team of 10 TikTok coders utilized a mixed methods research design to textually analyze 1,160 microvlogs to identify patterns in the behavior of 58 nonprofit TikTok accounts. In stage one of the analysis, we qualitatively coded the microvlogs using Lovejoy and Saxton’s social media hierarchy of engagement framework (2012). In stage two, we analyze user engagement through likes, comments, shares, and followers using Python’s TikTok API package and regression modeling at the case level. Through this two-step analysis, we interpret the nonprofits’ behavior alongside their followers’ engagement to determine which nonprofit engagement strategy is most successful to garner attention. In Stage three, we interview nonprofit leaders and social media managers about their social media strategy on TikTok.
Research Team: Chelsea DeMasters, Marlen Barajas Espinosa, Katherine Morgan, Micayla Richardson, Kayla Schoewer, and Dr. Kimberly Wiley
TikTok Coding Team: Isaiah Arias, Marlen Barajas, Brianna Burte, Chelsea DeMasters, Alanna Koch, Fraleigh Krause, Micalya Richardson, Talia Skollar, Kayla Schwoerer, and Kim Wiley
DeMasters, C.* and Morgan, K.* (September 2021). Nonprofit Social Media Messaging on TikTok: Examining conditions under which strategy aligns with content output for microvlogs. Online.
Richardson, M.*, Wiley, K., Schwoerer, K.* Schwoerer, K.* (April 2021) Garnering Attention on Social Media: A Multi-level Analysis of Nonprofit Behavior on TikTok. West Coast Nonprofit Data Conference. Online.
Richardson, M.* Wiley, K., Schwoerer, K.* (March 2021) Garnering Attention on Social Media: A Multi-level Analysis of Nonprofit Behavior on TikTok. UF Undergraduate Research Symposium. Online.
Portrayals of Volunteering on TV
Ecology of Food and Agriculture Nonprofits in Florida
Funded by: Southern SARE Professional Development Program Grant