Open Access

Lara Mayer

• The topic of this bachelor’s thesis is the connection between culture and social media marketing for environmental nonprofit organizations. It focuses on the question whether culture does have an impact on the performance of social media marketing for environmental nonprofit organizations. Based on this, the hypothesis is made that culture does have an influence on the intercultural performance of an environmental nonprofit organizations’ social media marketing. To provide an answer, the characteristics of environmental nonprofit organizations and social media marketing are analyzed by the use of cultural frameworks. Furthermore, a closer look towards the connection between culture and social media marketing for environmental nonprofit organizations is provided. As a result, this paper supports the hypothesis that culture does have an impact on the performance of social media marketing for environmental nonprofit organizations. The analysis shows that social media marketing and environmental nonprofit organizations both have characteristics that can be impacted by culture. This can lead to an effect on the performance of the environmental nonprofit organizations’ social media marketing caused by different cultural perceptions and aspects.