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The Quest for Attention


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About the Author

Chao Guo is Associate Professor of Nonprofit Management in the School of Social Policy & Practice at the University of Pennsylvania.Gregory D. Saxton is Associate Professor of Accounting in the Schulich School of Business at York University.


"In The Quest for Attention, Guo and Saxton do a compelling job of demonstrating how and why understanding the social media landscape is key to advocating effectively for important social issues and understanding the non-profit sector in general. This is a must-read for anyone trying to make sense of what distinctive challenges and opportunities the 21st century presents in terms of linking communication strategies to tangible social outcomes and impact." -- John L. Jackson, Jr., Walter H. Annenberg Dean of the Annenberg School for Communication * University of Pennsylvania *
"Advocacy and activism have changed. Activists today know that data and social media are key elements in their fight for the rights of the poor, the dispossessed, and the downtrodden. Chao Guo and Gregory Saxton's The Quest for Attention is required reading for those who seek to understand this new world of social change." -- John McNutt, Professor, Joseph R. Biden, Jr. School of Public Policy and Administration * University of Delaware *
"Chao Guo and Gregory Saxton's new book is a major step forward in our understanding of the political behavior of nonprofits. Their rigorous study documents how nonprofits use social media to draw attention to their priorities, the first step toward working to shape public policy." -- Jeffrey M. Berry * Tufts University *

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