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Characteristics Of Messages Promoting Giving Intention Among Social Media Users

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  • Ahmed Benhoumane

    (Ascencia business school)

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.

Suggested Citation

  • Ahmed Benhoumane, 2022. "Characteristics Of Messages Promoting Giving Intention Among Social Media Users," Post-Print hal-04839609, HAL.
    • Handle: RePEc:hal:journl:hal-04839609
    Note: View the original document on HAL open archive server: https://hal.science/hal-04839609v1
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    File URL: https://hal.science/hal-04839609v1/document
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    References listed on IDEAS

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    1. 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.
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