IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03390922.html
   My bibliography  Save this paper

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 ?]

Author

Listed:
  • 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])

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.

Suggested Citation

  • Benhoumane Ahmed, 2020. "What Makes You "Like", "Retweet" or "Comment" a Fundraising Content on Social Media? Exploring the Characteristics of Fundraising Messages on Social Networks [Qu'est-c," Post-Print hal-03390922, HAL.
    • Handle: RePEc:hal:journl:hal-03390922
    Note: View the original document on HAL open archive server: https://hal.science/hal-03390922
    as

    Download full text from publisher

    File URL: https://hal.science/hal-03390922/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kiani Irshad ZERNIGAH & Kamran SOHAIL, 2012. "Consumers’ attitude towards viral marketing in Pakistan," Management & Marketing, Economic Publishing House, vol. 7(4), Winter.
    2. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    3. Sébastien Point & Catherine Voynnet Fourboul, 2006. "Le codage à visée théorique," Post-Print hal-02023903, HAL.
    4. Ho, Jason Y.C. & Dempsey, Melanie, 2010. "Viral marketing: Motivations to forward online content," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1000-1006, September.
    5. Chang, Yu-Ting & Yu, Hueiju & Lu, Hsi-Peng, 2015. "Persuasive messages, popularity cohesion, and message diffusion in social media marketing," Journal of Business Research, Elsevier, vol. 68(4), pages 777-782.
    6. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 333-348, December.
    7. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    8. Fang, Bin & Ye, Qiang & Kucukusta, Deniz & Law, Rob, 2016. "Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics," Tourism Management, Elsevier, vol. 52(C), pages 498-506.
    9. Kirk Kristofferson & Katherine White & John Peloza, 2014. "The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1149-1166.
    10. Amira Berriche & Daphné Salerno, 2017. "La motivation à partager un message préventif viral : application à une vidéo d’éducation financière sur Facebook," Post-Print hal-02308338, HAL.
    11. Edward F. McQuarrie & Jessica Miller & Barbara J. Phillips, 2013. "The Megaphone Effect: Taste and Audience in Fashion Blogging," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(1), pages 136-158.
    12. Robert J. Fisher & Mark Vandenbosch & Kersi D. Antia, 2008. "An Empathy-Helping Perspective on Consumers' Responses to Fund-Raising Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 519-531, February.
    13. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    14. Petra Kralj Novak & Jasmina Smailović & Borut Sluban & Igor Mozetič, 2015. "Sentiment of Emojis," PLOS ONE, Public Library of Science, vol. 10(12), pages 1-22, December.
    15. Imran Anwar MIR & Kashif Ur REHMAN, 2013. "Factors affecting consumer attitudes and intentions toward user-generated product content on YouTube," Management & Marketing, Economic Publishing House, vol. 8(4), Winter.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    2. Motoki, Kosuke & Suzuki, Shinsuke & Kawashima, Ryuta & Sugiura, Motoaki, 2020. "A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 99-117.
    3. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    4. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    5. Tran, Gina A. & Strutton, David, 2020. "Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Gavin L. Fox & Stephen J. Lind, 2020. "A framework for viral marketing replication and mutation," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 206-222, December.
    7. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    8. Schau, Hope Jensen & Dang, Yan Mandy & Zhang, Yulei Gavin, 2017. "Learning to navigate the American retail servicescape: Online forums as consumer acculturation platforms and consumer gift systems," Journal of Business Research, Elsevier, vol. 72(C), pages 178-188.
    9. Ketelaar, Paul E. & Janssen, Loes & Vergeer, Maurice & van Reijmersdal, Eva A. & Crutzen, Rik & van ‘t Riet, Jonathan, 2016. "The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites," Journal of Business Research, Elsevier, vol. 69(7), pages 2603-2613.
    10. Rishikesh Bhaiswar & N. Meenakshi & Deepak Chawla, 2021. "Evolution of Electronic Word of Mouth: A Systematic Literature Review Using Bibliometric Analysis of 20 Years (2000–2020)," FIIB Business Review, , vol. 10(3), pages 215-231, September.
    11. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    12. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    13. Hayes, Jameson L. & King, Karen Whitehill & Ramirez, Artemio, 2016. "Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 31-45.
    14. Daphne M. Simmonds & Katia Campbell & Joseph Hasley, 2021. "Viral diffusion of technology products: a comprehensive stage framework," Information Systems and e-Business Management, Springer, vol. 19(2), pages 597-619, June.
    15. Stanko, Michael A. & Henard, David H., 2017. "Toward a better understanding of crowdfunding, openness and the consequences for innovation," Research Policy, Elsevier, vol. 46(4), pages 784-798.
    16. Huang, Jinsong & Su, Song & Zhou, Liuning & Liu, Xi, 2013. "Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 36-46.
    17. Maria del García-de los Salmones & Angel Herrero & Patricia Martínez, 2021. "Determinants of Electronic Word-of-Mouth on Social Networking Sites About Negative News on CSR," Journal of Business Ethics, Springer, vol. 171(3), pages 583-597, July.
    18. Hautz, Julia & Füller, Johann & Hutter, Katja & Thürridl, Carina, 2014. "Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers' Perceptions and Intended Behaviors," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 1-15.
    19. Shen, George Chung-Chi & Chiou, Jyh-Shen & Hsiao, Chih-Hui & Wang, Chun-Hsien & Li, Hsin-Ni, 2016. "Effective marketing communication via social networking site: The moderating role of the social tie," Journal of Business Research, Elsevier, vol. 69(6), pages 2265-2270.
    20. Colleen M. Harmeling & Jordan W. Moffett & Mark J. Arnold & Brad D. Carlson, 2017. "Toward a theory of customer engagement marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 312-335, May.

    More about this item

    Keywords

    Social Media; Message Characteristics; Fundraising Messages; Social media content; Interactions in social media; Réseaux sociaux;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03390922. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.