Thumbs down on “likes”? The impact of Facebook reactions on online consumers’ nonprofit engagement behavior
Min Chung Han ()
Additional contact information
Min Chung Han: Kean University
International Review on Public and Nonprofit Marketing, 2021, vol. 18, issue 2, No 5, 255-272
Abstract:
Abstract Businesses and marketers have long pursued users’ “likes” on Facebook, but some have doubts about the effect of the presence of Facebook reactions such as “like” and “love.” This study addresses the long-overdue question of whether the presence of social media reactions (e.g., “likes” and “loves”) influences consumer attitudes and behavioral intentions towards nonprofits after being exposed to nonprofit organizations’ (NPOs’) social media posts. This study, drawing on signaling theory, investigated the impact of social media reactions on individuals’ engagement behavior intentions toward nonprofits. The results show that a higher number of reactions is not always good. The higher number of Facebook reactions positively influence individuals’ trust, but that number showed either a negative or no effect on engagement behaviors toward nonprofits. This study has important implications for marketing practitioners, particularly in the nonprofit sector, such as being careful how they approach pursuing “likes” on social media. Facebook marketing could be used more effectively to improve social media users’ attitudes towards a nonprofit organization than to influence their engagement behavior, such as making a donation.
Keywords: Social media; Likes; Nonprofit organization; Signaling theory; Facebook (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)
Downloads: (external link)
http://link.springer.com/10.1007/s12208-020-00271-2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:18:y:2021:i:2:d:10.1007_s12208-020-00271-2
Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208
DOI: 10.1007/s12208-020-00271-2
Access Statistics for this article
International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves
More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().