What Makes You "Like", "Retweet" or "Comment" a Fundraising Content on Social Media? Exploring the Characteristics of Fundraising Messages on Social Networks

Qu'est-ce qui vous fait « aimer », « retweeter » ou « commenter » un contenu de collecte de fonds sur les réseaux sociaux ?

Benhoumane Ahmed ()
Additional contact information
Benhoumane Ahmed: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

Post-Print from HAL

Abstract: Purpose—Identifying the characteristics of fundraising messages generated by French charities and exploring which of these features engage the most social media users. Methodology — A qualitative approach was conducted on 444 fundraising messages from two of the most popular social media platforms [Facebook & Twitter]. Research implications/limitations—This paper identifies how social media users evaluate content and therefore explore what makes this prosocial content more engaging than another. Practical implications—Charities managers could use the findings of this paper, to design an engaging content and thereby optimizing the efficiency of fundraising campaigns.

Keywords: Social Media; Message Characteristics; Fundraising Messages; Social media content; Interactions in social media; Réseaux sociaux (search for similar items in EconPapers)
Date: 2020-06-12
New Economics Papers: this item is included in nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-03390922v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Annual Conference of Administrative Sciences Association of Canada (ASAC), Jun 2020, Virtual, Canada

Downloads: (external link)
https://hal.science/hal-03390922v1/document (application/pdf)

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:hal:journl:hal-03390922

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().