<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1659-3359</journal-id>
<journal-title><![CDATA[Tec Empresarial]]></journal-title>
<abbrev-journal-title><![CDATA[Tec Empre.]]></abbrev-journal-title>
<issn>1659-3359</issn>
<publisher>
<publisher-name><![CDATA[Instituto Tecnológico de Costa Rica]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1659-33592025000100091</article-id>
<article-id pub-id-type="doi">10.18845/te.v19i1.7580</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[The effect of online platform management and online interactions on donors' engagement]]></article-title>
<article-title xml:lang="es"><![CDATA[El efecto de la gestión de las plataformas y las interacciones en línea en el compromiso de los donantes]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gálvez-Rodríguez]]></surname>
<given-names><![CDATA[María del Mar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Haro-de-Rosario]]></surname>
<given-names><![CDATA[Arturo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Herrada-Lores]]></surname>
<given-names><![CDATA[Sara]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Saraite-Sariene]]></surname>
<given-names><![CDATA[Laura]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Almería Economics and Business Department ]]></institution>
<addr-line><![CDATA[Almería ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Almería Economics and Business Department ]]></institution>
<addr-line><![CDATA[Almería ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Almería Economics and Business Department ]]></institution>
<addr-line><![CDATA[Almería ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad de Almería Economics and Business Department ]]></institution>
<addr-line><![CDATA[Almería ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2025</year>
</pub-date>
<volume>19</volume>
<numero>1</numero>
<fpage>91</fpage>
<lpage>105</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S1659-33592025000100091&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S1659-33592025000100091&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S1659-33592025000100091&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This research examines the role of online platform management (websites and Social Networking Sites, SNS) and online interactions in donors&#8217; engagement with non- profit organisations (NPOs). To this end, we developed an index of the usage of websites and SNS for fostering donor engagement based on a sample of the top 100 NPOs in the United States, to then carry out a regression analysis. The main findings indicate that NPOs should improve the features of their websites and SNS to catch viewers&#8217; attention and interest them in the information disclosed on online platforms to motivate them to support NPOs' social mission. Results also show that NPOs that more effectively exploit their website and SNS design receive more private donations. The main type of online interaction that NPOs receive in response to posts is clicking actions. To a much lesser extent, online users opt to comment on posts. However, none of these online interactions are decisive for fostering private donations. This study contributes to the knowledge of websites and SNS best practices, providing financial support to NPOs. Likewise, it expands the understanding of users&#8217; online participation as predictors of charitable giving behavior.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Esta investigación examina el papel de la gestión de plataformas en línea (sitios web y redes sociales, SNS) y las interacciones en línea en el compromiso de los donantes con las organizaciones sin fines de lucro (ENL). Para ello, se elabora un índice del uso de sitios web y redes sociales para fomentar el compromiso de los donantes, basado en una muestra de las 100 principales ENL en los Estados Unidos, para luego llevar a cabo un análisis de regresión. Los principales resultados indican que las ENL deberían mejorar las características de sus sitios web y redes sociales para captar la atención de los visitantes e interesarlos en la información divulgada en las plataformas en línea, con el fin de motivarlos a apoyar la misión social de las ENL. Los resultados también muestran que las ENL que aprovechan más eficazmente el diseño de sus sitios web y redes sociales reciben más donaciones privadas. El principal tipo de interacción en línea que las ENL reciben en respuesta a sus publicaciones son las acciones de clic. En mucha menor medida, los usuarios en línea optan por comentar en las publicaciones. Sin embargo, ninguna de estas interacciones en línea es decisiva para fomentar donaciones privadas. Este estudio contribuye al conocimiento sobre las mejores prácticas en sitios web y redes sociales, proporcionando apoyo financiero a las ENL. Asimismo, amplía la comprensión de la participación en línea de los usuarios como predictores del comportamiento de donación.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[websites]]></kwd>
<kwd lng="en"><![CDATA[stakeholder engagement]]></kwd>
<kwd lng="en"><![CDATA[online participation]]></kwd>
<kwd lng="en"><![CDATA[Non- profit management]]></kwd>
<kwd lng="es"><![CDATA[medios sociales]]></kwd>
<kwd lng="es"><![CDATA[sitios web]]></kwd>
<kwd lng="es"><![CDATA[compromiso de los grupos de interés]]></kwd>
<kwd lng="es"><![CDATA[participación online]]></kwd>
<kwd lng="es"><![CDATA[gestión de organizaciones sin ánimo de lucro]]></kwd>
</kwd-group>
</article-meta>
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