Characteristics Of Messages Promoting Giving Intention Among Social Media Users

Ahmed Benhoumane
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Ahmed Benhoumane: Ascencia business school

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Abstract: This study addresses the issue of social media use by NGOs for fundraising. Although, several research studies have shown that social media is an effective tool for the communication of NGOs, the question of which messages to design to enhance giving intention among users remains unaddressed and unanswered. Using several persuasion and communication theories and thought a quasi-experimental design on a sample of 720 social media users, we identified effective characteristics of a social media message in promoting giving intention on Facebook and Twitter. These findings are not only useful for NGOs community managers but shed light on the use of the theory of dual processing in explaining charitable action.

Keywords: Social media messages NGOs communication Message characteristics social media marketing social media for charities; Social media messages; NGOs communication; Message characteristics; social media marketing; social media for charities (search for similar items in EconPapers)
Date: 2022
Note: View the original document on HAL open archive server: https://hal.science/hal-04839609v1
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Published in IAPNM 2022: XXI International Congress on Public and Nonprofit Marketing, International Association On Public And Nonprofit Marketing, 2022, Braga, Portugal

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