Abstract
This study provides a benchmark analysis of how over 500 environmental international nonprofit and nongovernmental organizations (INGOs) used websites to communicate with the general public around the world and build virtual relationships with their strategic allies. Using social network analysis and data mining, this study found that INGOs were able to attract a considerable number of visitors from multiple countries. In addition, INGOs used their hyperlinks to build a globally connected network. Shared mission was an important consideration in INGOs' relationship building strategy. Further, many INGOs built reciprocal hyperlinks with other INGOs. A large number of INGOs were well embedded in in-groups but developed less connection with out-group organizations. Implications for practice, future research and theory building are discussed. Copyright © 2013 John Wiley & Sons, Ltd.
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