Female Social Networks: Identifying Better Communication Platforms to Advertise Nonprofit Services in Rural Pakistan. Issue 3 (3rd July 2018)

• Record Type: Journal Article
• Authors: Azhar, Aisha
• Is Part Of: Journal of nonprofit & public sector marketing. Volume 30:Issue 3(2018)
• Page Start: 267
• Page End: 293
• Publication Date: 2018-07-03
• Subjects: Communication -- nonprofit organizations in Pakistan -- social capital -- social network analysis -- women's access to external world -- women networks; Nonprofit organizations -- Marketing -- Periodicals; Government marketing -- Periodicals; 352.74805
• DOI: 10.1080/10495142.2018.1452820
• Languages: English
• ISSNs: 1049-5142

Abstract

ABSTRACT: Women's access to nonprofit organizations providing financial and community services is an issue in remote areas of Pakistan. Weak communication of nonprofit services to potential female clientele is a significant barrier to women's access to nonprofit services. This article examines how personal networks among women in remote areas may improve the information delivery about the women-focused nonprofit projects in Pakistan. The women's networks also play a critical role in members' motivating each other to join the services offered by the nonprofit organizations. The study used concepts of network and social capital and current network analysis techniques. Data from three remote locations in Pakistan were analyzed using a 2-mode network analysis, content analysis of nonprofit websites, and face-to-face interviews. UCINET software program identified network routines (centrality measures). The study found that friends, neighbors, and local schools are significant information sources for women. Most information about income-producing projects came from their spouses. Information about social services came from friends, neighbors, or social gatherings. Husbands have high betweenness centrality indicating high power over women's access to services. Closeness centrality measures indicate that women are not well connected for exchanging information on nonprofit services.