The Usage of Emotional Content in Digital Communication: The Case of Lithuanian Charitable Foundation

Kundrotaitė Viktorija () and Šontaitė-Petkevičienė Miglė ()
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Kundrotaitė Viktorija: Master in Marketing, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 52, Kaunas LT-44248, Lithuania. Phone: +370 677 47761.
Šontaitė-Petkevičienė Miglė: PhD, associate professor at Vytautas Magnus University, Faculty of Economics and Management, Lithuania. Address: K. Donelaičio str. 52, Kaunas LT-44248, Lithuania. Phone: +370 37 327856.

Management of Organizations: Systematic Research, 2024, vol. 92, issue 1, 51-70

Abstract: This paper analyses the use of emotional content in digital communication of the charitable foundation. The theoretical part of the article discusses the concept of digital communication, the peculiarities of using emotional content in digital communication and the influence of emotional content on consumers. After summarizing the theoretical insights, the article presents the research results based on expert interviews. This research aims to analyse the use of emotional content in the digital communication of the charitable foundation. The research results revealed that emotional content is effective in digital communication due to the content’s greater suggestiveness, memorability, identification, ability to create connections and associations, its role in problem-solving for consumers, and its influence on changing personal attitudes and behaviour.

Keywords: emotional content; digital communication; charitable foundation; consumer behaviour (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:92:y:2024:i:1:p:51-70:n:1004

DOI: 10.2478/mosr-2024-0011

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