Identifying social media message characteristics fostering giving intentions among users

Benhoumane Ahmed ()
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Benhoumane Ahmed: Ascencia business school

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Abstract: This study examines the use of social media by NGOs for soliciting donations from individuals. Despite evidence that social media is an effective tool for NGO communication, the impact of message design on giving intentions among users remains unclear. We base this study on major persuasion theories and employ a quasi-experimental design with 720 social media users to identify key message characteristics that promote giving intentions on Facebook and Twitter. Our results provide proof that emotional appeals are more effective than rational appeals and offer a theoretical explanation of charitable action through the lens of Dual Processing Theory.

Keywords: Social Marketing; Giving behavior; Fundraising Messages; NGOs campaigns; Social media marketing (search for similar items in EconPapers)
Date: 2023-04-26
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Published in African Social Marketing Association Conference, 1 (1), pp.84, 2023, 978-1-9997534-6-7

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04786671

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